Barbara Croce, a licensed Q Grader, established Gold Box in Newcastle around 2013 before expanding to Dubai in 2015, building a dual operation across the UK and UAE. The philosophy is stated plainly: less swagger, more substance. The team backing that claim is formidable. Luca Croce, Barbara's son, won the UK Brewers Cup in 2022 and 2023 and placed fourth at the World Brewers Cup in Athens. Kiah Parangue took the UAE and World Lavazza Barista titles in the same period, and head roaster Emmanuel Velora won the inaugural A Shot in the Dark Middle East Roasting Competition. Barbara herself lived on a coffee farm for months to deepen her understanding of production. Sourcing runs on direct trade relationships built through repeated farm visits, and the operation includes an SCA specification training school alongside its roasting and retail work.