Daneya Jacobs is a member of Cohort 22-2 in Brookfield Properties' Partner to Empower program. This program provides resources for business owners of color looking to open a brick-and-mortar store in one of our malls. To learn more about Partner to Empower or apply, visit www.partnertoempower.co.
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How one small business went from an idea to pop-up stores
Daneya Jacobs shares the sweet successes of Candy Connections
Do you have dreams of starting a business or moving your brand into a brick-and-mortar space? Make it happen with tips and inspiration from the founders of a growing brand that made their brick-and-mortar goals a reality. Daneya Jacobs and her husband Anthony had this dream when they opened Candy Connections. What started as a cotton candy stand at local community events has grown into so much more. With their regular pop-up shops at Brookfield Properties' Christiana Mall in Delaware, the Jacobs have been able to build their brand while positively impacting their community and helping others achieve their dreams.
We sat down with Daneya Jacobs to discuss all things Candy Connections, what challenges she faced while developing the concept, how she pivoted, her key learnings, and what the future holds for the brand. Find inspiration from the Jacobs’ retail journey as you embark on your own.
The origin story
Could you share the story behind Candy Connections? What inspired you to start this business, and how did you bring your vision to life?
Candy Connections began as a full-fledged brick-and-mortar candy store in the heart of historic Main Street in Middletown, Delaware. At the time, Anthony and I had only been married for two years. As a newly blended family trying to find our way, we decided to throw a small business into the mix — because why not keep life interesting, right?
We quickly discovered that we shared a passion for entrepreneurship and found our greatest joy and fulfillment in working for ourselves. It didn’t take long for two kids from NYC to turn a dream into reality by opening a candy store inspired by our childhood memories of visiting the corner store for sweet treats.
Our goal was simple: to create a space that brought those nostalgic moments to life for kids and families in our community. Candy Connections became more than just a store —it’s a place where families can connect, relive cherished memories, and make new ones together.
Early challenges and lessons
What were some of the biggest challenges you faced in the early days of Candy Connections, and how did you overcome them?
The biggest challenge that ultimately led us to pop up at Christiana Mall, a Brookfield Properties shopping center in Delaware, was rooted in our frequent participation in local community events. Early on, we discovered that our glass-jarred candies weren’t ideal for festivals — gummies would melt in warm weather, and the jars were cumbersome to transport. We knew we needed more mobile-friendly products, so we pivoted to spinning fresh cotton candy, scooping cool Italian ice, and popping fresh popcorn.
To our surprise, the profit margins from vending events far exceeded what we could earn in our brick-and-mortar store. However, I soon realized the downside — spending entire weekends relying on porta potties, dealing with no running water, and enduring extreme heat was anything but glamorous.
This led me to rethink our strategy and consider high-foot-traffic locations that could offer similar profit margins without the logistical headaches. That thought process ultimately brought us to the idea of hosting pop-ups at our local mall. Call it fate or just smart marketing, but as I was brainstorming this opportunity, a Facebook ad for pop-up spaces at Christiana Mall appeared — and the rest, as they say, is history.
Pivotal moments
In every business journey, adaptation is key. What were some of the significant pivots or turning points for Candy Connections, and how did they shape where you are today?
The biggest pivot that ultimately led to national press, multiple features on QVC, and over six figures in inventory sales in one year was the decision to scale back from selling over 300 different candies and hosting children’s parties. Instead, we chose to focus exclusively on freshly packaged cotton candy.
When we started at Christiana Mall, we initially signed up to sell cotton candy and Italian ice. However, we quickly realized that creating and selling our own unique flavor profiles could be both a profitable and exciting business venture. Our customers at Christiana Mall fell in love with our creative flavors, and we soon shifted from being resellers of packaged candies to full-fledged manufacturers.
This monumental pivot not only redefined our business but also positioned us for success on a larger scale. We perfected our process, which ultimately landed us a four-part segment on NBC’s “Today” show, highlighting the critical pivots we made as we approached our 10th year in business.
The importance of a physical footprint
Candy Connections has experimented with a few different retail store formats across your journey. Why was establishing a physical presence an important step for your business?
In our opinion, there’s no better way to truly understand your target market than by identifying who they are, getting to know them on a deeper level, and learning not just what they like, but what they care about most. Once you uncover what truly matters to your audience, you can position your products or services to align with their needs and speak directly to their values.
Having physical locations provided us with daily opportunities to interact with our ideal customers, allowing us to better understand their needs and preferences. This insight helped us develop products that truly resonated with the things they cared about most, ultimately enabling us to serve them more effectively. In the process, these interactions also enhanced our visibility and positioned us as a trusted authority in our industry.
Retail store challenges
Owning and operating physical stores comes with unique challenges. What hurdles have you encountered in managing your retail locations, and how have you addressed them? What are you still learning?
One of the biggest hurdles we faced when owning and operating a business in our community was maintaining consistent customer visits without relying on promotions. Keeping steady foot traffic was extremely challenging. This issue was resolved when we began operating colorful, attractive kiosks that offered yummy samples in our local mall.
I’ve always been frustrated during pop-ups when business owners operating kiosks seemed more focused on their phones or other tasks instead of engaging with potential customers. Simply making eye contact and saying "hello" goes a long way. I can’t begin to tell you how much cotton candy we sold by starting with a friendly “hello” and following up with “have a sweet day,” even if someone didn’t initially make a purchase. More often than not, those same passersby would return later in the day after completing their shopping to make a purchase. We often received compliments on our service and how the simple gesture of a non-salesy, friendly hello made a difference.
If I ever opened an in-line store in a mall, I would still maintain a kiosk to feature select items and share marketing materials, like coupons or promotions, to drive traffic into the store. Simply having a storefront in a mall (or anywhere) isn’t enough — effective marketing and strategic positioning are essential for success, no matter where you are.
Marketing successes
From social media to press appearances, including being featured on the “Today” show, you’ve embraced diverse marketing strategies. What marketing approaches have proven most successful for Candy Connections, and what are you still learning from a marketing standpoint?
What I’ve learned about marketing is that the most important elements are rooted in authenticity, consistency, and strategy. First, knowing your brand voice is essential. It’s the heartbeat of your business and how you connect with your audience. For me, that means embodying my brand — not just in what I say but also in how I present myself. I often wear colors that resonate with my brand, like lots of pink, which creates a visual connection and reinforces my message.
Opening up to make genuine connections has been transformative. One of my favorite moments was hosting our gender reveal at our mall kiosk, where we spun fresh blue cotton candy right out of the machine for all our supporters to enjoy and be part of the celebration. Sharing moments like these allows people to see the real me and connect on a personal level. These connections build trust and loyalty, turning customers into a community.
Dynamic customer service has been another key. It not only builds strong relationships but also opened the door to our first big press opportunity — a milestone that showed me the power of going above and beyond for customers.
Building and leveraging relationships with local press has been equally vital. By maintaining those connections, I’ve been able to tell my story to wider audiences, which has been a game-changer for visibility and credibility.
Fall in love with storytelling. It’s not just about selling a product or service — it’s about knowing your "why" and being ready to share it at any moment. I’ve also learned that consistency is critical. Every piece of your online presence, from your website to your social media, should tell a cohesive and compelling story that reflects your brand. Finally, I’ve realized that time management and batching work are game-changers. Instead of trying to tackle projects as they come, I now set aside dedicated time for specific tasks. For example, I schedule all my emails for the week on Sundays, plan Instagram posts on Mondays, and record an entire month’s worth of podcast episodes on Fridays. This approach allows me to focus, stay organized, and consistently deliver value without feeling overwhelmed.
These lessons continue to shape how I market my brand, and I’m still learning and growing every day.
For even more tips on marketing your retail brand, check out our Retailvisory articles on developing a marketing plan, building content, or how to uplevel your marketing with five marketing quick tips.
Diversification and growth
Candy Connections has grown far beyond a traditional candy shop, venturing into franchising, entrepreneurial programs, and more. What inspired this diversification, and how has it contributed to your business’s growth?
In my opinion, the best entrepreneurs thrive on transferable skills. Everything in our business echoes from a past life. My degree and prior career experience were rooted in community service and youth development program leadership, so it was impossible for me to start Candy Connections without embedding positive youth development and community impact at the heart of our work. These values are the foundation of every new direction we take.
The marketing avenues I pursue are actually dreams I once only hoped would come true. I’ve always been intrigued by broadcasting, so launching a podcast and contributing lifestyle and entrepreneurial pieces to major news outlets felt like a natural evolution. It’s been an exciting way to extend our message and connect with broader audiences.
Franchising has also become a significant part of our growth. Not only have we expanded Candy Connections through franchising, but we’ve also helped other businesses begin their franchising journeys. We’ve had the privilege of supporting brands that now operate over a dozen locations nationwide — and they’re still growing! This success fuels our commitment to helping others achieve their entrepreneurial dreams while continuing to grow our own brand.
Each step in our diversification has been guided by passion, purpose, and the desire to make a meaningful impact, and it’s contributed significantly to the growth and evolution of Candy Connections.
Advice for aspiring businesses
Many readers of retailvisory.com are working to grow their brands and open brick-and-mortar stores. Based on your experience, what three pieces of advice would you offer them?
Be Flexible
Flexibility is key when launching a brick-and-mortar store. Things don’t always go as planned, whether it’s unexpected delays, supply chain challenges, or shifts in customer preferences. Stay open to pivoting when necessary. Listen to feedback, adapt your approach, and embrace the idea that growth often comes from being willing to change direction when needed.Start Small
You don’t need a massive flagship store to make an impact. Starting small allows you to test your market, refine your processes, and build a strong foundation without overwhelming your resources. Whether it’s a pop-up shop, a kiosk, or a small retail space, focus on creating an excellent customer experience and growing sustainably.Engage Your Audience Before Your Doors Open
Building excitement and trust with your audience starts long before the ribbon-cutting ceremony. Use social media, email campaigns, and community events to share your story, showcase your vision, and build anticipation. Create a sense of involvement by taking your audience along on your journey—sharing behind-the-scenes moments, sneak peeks, and updates. By the time your doors open, your customers will already feel connected to your brand and eager to support you.
These strategies helped us not only open our first location but also grow our brand into new areas. Start with a strong foundation, and the rest will follow!
Additionally, for readers of Retailvisory.com, we have a free resource available for you to further support you on your small business journey. Access your free guide to creating a vision of impact.
The future of Candy Connections
What’s next for Candy Connections? Are there any exciting plans or goals on the horizon that you’d like to share?
We’re so excited about the new adventures ahead, and we can’t wait for you to join us on this journey! Here is a sneak peek into what we are up to: Holiday candy charcuterie board kits: These kits are perfect for making holiday gatherings sweeter and more festive. They’ll be available online, and we’re also hosting pop-ups in local malls to let you experience the magic in person. Youth Entrepreneur Summer Institute: This in-person and virtual program is designed to empower the next generation of business leaders by teaching essential business fundamentals and providing hands-on experiences. Check out www.candyconnectionsinc.com/ to learn when applications open. Business Bestie Membership: We are launching a space designed for entrepreneurs to connect, grow, and thrive together with exclusive trainings, networking opportunities, a resource library, and additional support. We’d love for any interested businesses to join our circle. We’re passionate about making the world a little sweeter — through candy, community, and business. Follow us on social media, check out our website, and sign up for our email list where I send regular emails of motivation, new product alerts, and creative business tips.
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