Scan Magazine | Food | SugarSin
Sisters Anna Nilsson and Josefin Deckel recently opened Swedish sweet shop SugarSin in Covent Garden.
Treat yourself to a Scandinavian SugarSin There is a new Swedish sweet shop in town and, in fact, the very first one of its kind. Behind the counter sit Anna Nilsson and Josefin Deckel, two confectionary loving sisters who recently opened SugarSin in Covent Garden.
When they opened up the shop’s doors, Anna and Josefin were naturally anxious to hear what the English would think of the candy.
By Emelie Krugly Hill | Photos: SugarSin
“We wanted to create a modern Pippi Longstocking style shop where there was something for everyone, an environment that would transport you back to your childhood,” Anna Nilsson explains when we catch up with the ladies who created a shop akin to what might be found in the world of Willy Wonka. “Sweets are very special to us Swedes and have become a very big part of our culture, almost sacred; we are extremely proud of this and for us they are the absolute best sweets in the world! We love the pick-and-mix culture, and generations have become used to selecting exactly what they desire and in what quantity, and of course the popularity of this method has meant the assortment has developed hugely in Sweden,” Anna explains.
They landed on British soil six years ago to study marketing in London. During this time Anna and Josefin had been joking about opening up a sweet shop. They were surprised to discover that Candy King, a Swedish-owned company which you will find in supermarkets and cinemas here, didn’t actually sell Swedish sweets, and something then clicked. “Once we graduated we thought, OK, it’s now or never, and decided to introduce our fabulous Swedish pick-and-mix candy to the English,” say Anna and Josefin. “Swedish and Scandinavian treats are of a very good quality compared to other countries, with much less artificial ingredients. This is something we always notice immediately when we go abroad and buy sweets.”
“We have had a fantastic response so far which makes us feel like we’re on cloud nine,” Anna explains enthusiastically. Future plans for the sisters include expansion and to take on new staff, hopefully setting up another branch. “Ideally we would like to launch our own SugarSin products that we would sell to various stores and shops throughout the UK. We’re currently working on launching our web shop which will go live in the coming month,” says Anna Nilsson.
For more information, please visit: www.sugarsin.co.uk
Issue 44 | September 2012 | 83