Soft lighting and fish decor peek through the storefront. The ambiance is warm and whimsy.  This is Madeleine’s Candy Shop, the perfect place for anyone with a sweet tooth to call home. 

“I like to say that my candy shop is a little bit of everything,” said owner and founder Madeleine Brason.

As a clinical researcher who worked from home, Brason dreamed for years of doing something new. With there not being many candy shops in Boston, Brason saw her chance. This year, she opened Madeline’s Candy Shop in the South End.

Upon entering, guests are greeted with the sweet smell of sugar and an explosion of color. The shop is decorated with different hues of blue and offers many candy options like different types of gummies, licorice, and chocolates so that everyone can find something they will enjoy. 

“In terms of inventory, I try to pick things and source things that are for everyone,” said Brason. The store’s selection includes candies that are gluten-free, gelatin-free, and kosher.

Some candies are imported from places like Sweden, Spain, and many other countries. A common misconception by guests, according to Madeleine, is that the shop is a Swedish candy shop—however, that’s not the case. The shop offers Swedish candy, like the popular candy Bubs, but the offers over 200 types of candies that are rotated through the bins as well. 

The shop has been flooding with guests of all ages who are eager to try these sweet treats since their grand opening on Feb. 1. A few candies the shop offers include the popular Swedish candy Bubs, sour dinosaurs, peach rings, and gummy sharks. 

“I like sour, so I like the sour sharks a lot,” said Sarah Feeley, an employee.

Feeley explains that her favorite part of her job is seeing all the little kids come into the shop, excited to get candy. The store itself has a community full of hardworking and supportive people who are eager to help out, including Madeleine’s sister, who often visits.

If there’s a candy that guests are specifically looking for or that they don’t offer, guests can visit the shop’s website to submit a candy suggestion.

“We have 60 bins on the floor at a time and then we have a prepackaged section,” said Brason.

Candies are stored in plastic bins that are displayed on the shelves built into the wall and are changed out multiple times a day to maintain diversity in flavors and candies. At the end, guests pay by weight.

Brason is often at the candy shop, whether she’s doing behind-the-scenes work or interacting with customers visiting the shop. This allows her to make connections and build relationships with guests who are supporting her and her women-owned business. Even on social media, Madeleine’s Candy Shop has drawn a community full of people who share a love of candy.

“I think, hands down, the best thing about it is the community aspect and community building,” said Brason.

Whether you’re looking for something sweet or sour, Madeleine’s Candy Shop has your back.