The News Herald (Willoughby, OH)
Shop is a sweet spot for many customers
Red Berry Candy Shop succeeds thanks to variety of products, friendly service
As the owner of the Red Berry Candy Shop, Candy Nichols strives to stock her store with an impressive selection
As the owner of the Red Berry Candy Shop in Madison Village, Candy Nichols strives to stock her store with an impressive selection of sweets.
But there’s one other thing that Nichols aims to provide for customers that they can’t find on the shelves. And that is, an enjoyable shopping experience.
“I like to have fun with the customers,” she said. “When they come in a candy store, they don’t want a commercial candy store. They want entertainment, fun and personalized.
“They want the kids to be identified, they want to be welcomed back. I don’t want to be a big commercial place. I enjoy exactly what I’ve got.”
Located at 3098 Hubbard Road, at the intersection of Middle Ridge Road, the Red Berry Candy Shop seeks to offer the friendly service and variety of products that satisfy sweet-treat seekers of all ages.
Lots of choices
Nichols estimated that her inventory consists of more than 2,000 items, and includes much more than chocolate products.
“Just in cotton candy, we have over 30 different flavors,” she said.
Salt-water taffy also is a “huge” favorite among Red Berry Candy Shop customers.
“I have a great variety of that,” Nichols said. “I never would have guessed that salt water taffy would have been that big.”
But the best-selling items at the store are the vast assortment of Jelly Belly jelly beans.
“I was told in the beginning if you don’t carry Jelly Bellies, you won’t make it,” Nichols said. “And the Jelly Belly company is one of the nicest companies to work with.”
The Red Berry Candy Shop also is chock full of chocolate products, including items from well-known companies such as Asher’s, Gertrude Hawk and Burton Township-based Buckeye Chocolate.
“I use quite a few companies,” Nichols said. “Whoever’s got something good, we go with it. I’m not just in an agreement with one company, which is the smartest thing I’ve ever done.”
Learning about how to make wise decisions in operating a candy store has involved a lot of trial and error for Nichols, who opened the shop about 15 years ago. She had no previous experience as a candy retailer, and Nichols’ only connection to the shop’s current location was from her family owning the property where the building is situated.
It was around 2005 and Nichols realized that she had been renting out one of the two buildings on the site to a variety of tenants, but none of their businesses ever succeeded.
“So I said, ‘You know it would make a cute candy shop. But nobody would do it,’ “she said.
Finally, Nichols decided that she would turn her own idea into a reality.
“So (the shop) opened on a whim and it was basically my customers who taught me what to sell,” she said.
Nichols launched the business by buying $7,000 worth of candy and spacing it out to make it look like the store had a larger selection than it did.
Gaining knowledge
As time went on, Nichols received a lot of requests from customers on candies to add to her shelves.
“You just growing and keep adding to your inventory,” she said.
Along with suggestions from customers, Nichols also relied on recommendations from candy brokers on ideas for products worth stocking.
“They kind of guide you through it,” she said.
Nichols said she also needed to learn about the types and quantities of candy to order for holidays.
Easter and Christmas are the busiest holidays for the shop. But the store also does well in the periods leading up to Valentine’s Day and even St. Patrick’s Day — which rings up plenty of sales for “gold coins” — round, thin pieces of chocolate that come in gold foil wrappers.
By comparison, business doesn’t boom as much at the store in the weeks leading up to Halloween.
“I can’t compete with the stores that sell candy in bulk,” Nichols said.
Prior to opening Red Berry Candy Shop, Nichols sold cars at a Lake County auto dealership for seven years. She also used to operate a garden center located adjacent to the candy store on the family’s property at Hubbard and Middle Ridge roads.
Making adjustments
“Listen I’m 67, I can retire, but I don’t want to. I’m having too much fun with this.” — Candy Nichols, owner of Red Berry Candy Shop
In the midst of the novel coronavirus pandemic, Nichols is offering protective gloves that customers can use inside the store while they shop. She also said on the store’s Facebook page that anytime a basket is used for shopping, it is soaked in bleach water before it is used by another customer.
In addition, Nichols said customers can place orders by phone and she will bring the products out to their cars, using protective gloves, when they arrive at the business.
To get the latest updates on the Red Berry Candy Shop’s hours of operation during the COVID-19 crisis, call the store at 440428-1912 or visit its Facebook page.
Optimistic view
Looking toward the future, and anticipating a return to normal operations once the COVID-19 crisis is over, Nichols said she doesn’t plan any changes in the product mix and business philosophy that has contributed to the Red Berry Candy Shop’s success.
Nichols also wants to continuing the interaction with customers that she’s come to enjoy so much over the past 15 years.
“Listen I’m 67, I can retire, but I don’t want to,” Nichols said. “I’m having too much fun with this.”