Episode 94: Turning Sweet Dreams into Shelf Space

In this episode of Marketing Moves, we sat down with Elisabeth Sapell, founder of All City Candy, to explore how she turned her lifelong love of sweets into a thriving business and beloved local brand. From opening her first shop to navigating supply chain challenges, Elisabeth shares how creativity, community, and customer experience have shaped All City Candy’s success. She discusses the evolution of retail marketing, her approach to experiential in-store activations, and how authenticity fuels loyalty in an increasingly digital world. Tune in for an inspiring look at the business of joy, and how one entrepreneur continues to make life just a little sweeter.

In this episode of Marketing Moves, we sat down with Elisabeth Sapell, founder of All City Candy, to explore how a single storefront in Richmond Heights grew into a vibrant brand known across Northeast Ohio. From bootstrapping her first retail space to expanding into eCommerce and corporate gifting, Elisabeth’s story is one of smart risk-taking, creative problem-solving, and building a brand grounded in joy.

When Elisabeth opened All City Candy in 2013, she didn’t set out to reinvent retail—she simply wanted to bring back a sense of fun and nostalgia that traditional candy stores embodied. But what started as a local shop soon became a community hub. The first year brought a learning curve in inventory management, pricing, and marketing, but Elisabeth’s willingness to pivot became a core part of her business DNA.

“I didn’t have a grand plan,” she shared in the episode. “I just knew I wanted to create a place that made people happy—and to figure it out along the way.”

In an era where small retailers compete with eCommerce giants, Elisabeth doubled down on what online stores couldn’t replicate—experience. The Richmond Heights location quickly became known for its bright displays, friendly staff, and hands-on events. From candy tastings to holiday experiences, every in-store touchpoint was designed to make customers feel like kids again.

But that focus on experience didn’t stop at the storefront. When the pandemic hit and foot traffic slowed, Elisabeth and her team leaned into eCommerce, corporate gifting, and custom orders. The business quickly adapted, turning what could have been a setback into a new revenue stream that now plays a major role in their growth.

Today, All City Candy operates both online and through its flagship retail store, serving individual customers, corporate clients, and event planners alike. Elisabeth described how balancing the logistics of online fulfillment with the energy of in-person retail required building systems—and trusting her team.

“We’ve learned how to say yes to opportunities while still protecting our core,” she said. “Every decision comes back to—does this align with our brand and how we make people feel?”

That guiding question has helped the business scale sustainably, avoiding the burnout that often accompanies rapid growth. It’s also helped them stay true to what makes the brand distinctive—human connection.

As All City Candy expanded, marketing became more sophisticated. The company grew beyond traditional print ads and flyers, embracing social media storytelling, partnerships, and content-driven engagement. Elisabeth credits much of their growth to authentic brand-building rather than flashy campaigns.

“People can tell when you’re being genuine,” she said. “For us, marketing is really about showing who we are—the people, the products, and the moments that make All City Candy special.”

The brand’s social media presence reflects that ethos: candid videos, community highlights, and behind-the-scenes glimpses of life in the candy store. It’s not overly polished—but it’s real. And that relatability has helped build loyalty among local and national audiences alike.

Beyond marketing, Elisabeth spoke about leadership and the evolving role of a founder as a company matures. From managing inventory to leading people, she’s learned that clarity and trust are key ingredients in scaling sustainably.

“You can’t do everything yourself,” she reflected. “Building a business means building a team—and letting them grow into their own roles.”

That mindset has empowered her employees to take ownership, whether they’re managing corporate orders or crafting social media content. It’s also allowed Elisabeth to step back from the daily chaos and focus more on strategy, partnerships, and long-term growth.

Over the past decade, All City Candy has weathered economic shifts, supply chain disruptions, and evolving customer expectations. Yet, through it all, the brand’s mission has remained simple: spread joy. Whether through a custom corporate gift box, a birthday party candy buffet, or a walk-in customer discovering an old favorite, that sense of delight is at the center of everything the company does.

When asked what’s next for All City Candy, Elisabeth hinted at more community events, continued eCommerce growth, and a focus on improving the customer experience at every level. The vision is less about expansion for expansion’s sake—and more about deepening impact.

“I want us to keep growing in ways that feel good,” she said. “To our team, our customers, and the community that’s supported us.”

Elisabeth’s journey offers valuable lessons for entrepreneurs navigating an increasingly digital retail landscape:

• Lead with authenticity. Customers connect with real stories, not sales pitches.

• Invest in experience. Whether in-store or online, every interaction shapes your brand.

• Stay agile. The ability to pivot—especially during challenges—is a superpower.

• Empower your team. Growth happens when leaders trust others to take the reins.

• Align with purpose. The best brands don’t just sell products—they build meaning.

All City Candy’s success proves that brick-and-mortar retail isn’t dead—it’s evolving. With heart, creativity, and a clear sense of purpose, Elisabeth Sapell has built more than a candy store. She’s built a brand that reminds us what it means to lead with joy, even in a changing world.