Community Highlights: Meet Elisabeth Sapell of All City Candy

Today we’d like to introduce you to Elisabeth Sapell.

Hi Elisabeth, so excited to have you with us today. What can you tell us about your story?
I grew up wanting to run my own business someday. Entrepreneurship was basically my childhood soundtrack because my father owned grocery stores, so dinner table conversations often involved customers, margins, staffing problems, and produce. I loved it. I secretly thought one day I would take over the family business, but eventually it was passed down to my brother instead. At the time, that felt pretty crushing. Looking back, it was probably the push I needed to go create something wildly different and completely my own.

Before opening my business, I spent years in management, nonprofit work, fundraising, and leadership roles. Basically, I learned how to juggle chaos, connect with people, solve problems on the fly, and stretch a dollar — all excellent accidental training for entrepreneurship.

In 2013, I took a leap and opened All City Candy. I wasn’t a candy expert, chocolatier, or someone who grew up in the candy industry. What I did know was that people were craving experiences, nostalgia, and a reason to smile. I wanted to build a place where adults turned into kids the second they walked through the doors.

What started as a small idea somehow turned into a 6,000-square-foot candy wonderland packed with thousands of products, nostalgic favorites, bulk candy, giant lollipops, novelty treats, gifts, and an in-house chocolate kitchen where we hand dip things like pretzels and Oreos in chocolate because apparently I believe moderation is overrated. We also built a strong online business and expanded into corporate gifting, events, and seasonal experiences that honestly sometimes feel more like organized chaos than retail.

The journey has definitely not been smooth or predictable. Entrepreneurship is equal parts excitement, fear, creativity, exhaustion, and occasionally staring at the ceiling at 3 a.m. wondering whose idea this was in the first place. But I’ve learned that resilience matters more than perfection, and some of our biggest growth came from pushing through the hard moments instead of hiding from them.

One of the things I love most is the emotional connection people have to candy. Every single day someone walks into the store and says, “Oh my gosh, I haven’t seen this since I was a kid!” Suddenly they’re telling us stories about grandparents, road trips, favorite holidays, movie theater candy, or the treat they used to sneak from their mom’s purse. It turns out candy isn’t really about sugar — it’s about memories.

Today, I still see myself as someone building, evolving, and dreaming up the next crazy idea. I love creating experiences, leading teams, and finding ways to bring joy to people in a world that can honestly feel a little too serious sometimes. Owning a business has challenged me in every possible way, but it has also been one of the most rewarding adventures of my life.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It has absolutely not been a smooth road — and honestly, I think that’s true for most entrepreneurs, even if social media makes it look otherwise. Running a business is a constant mix of excitement, problem-solving, risk, and occasionally staring at the ceiling at 3:00 a.m. wondering whose idea this was in the first place.

One of the biggest challenges was navigating COVID. We are a business built around experiences, celebrations, and people physically coming into the store, so overnight everything changed. Like many small businesses, we had to pivot fast. We leaned heavily into e-commerce, curbside pickup, shipping, and social media to stay connected with customers. It was stressful, emotional, and exhausting, but it also forced us to become more innovative and adaptable than ever before.

And just when I thought I had seen it all, in February 2025, a car literally crashed through the front of our store. Because apparently entrepreneurship wasn’t exciting enough already. Thankfully no one was hurt, but it was one of those surreal moments where you walk in and think, “Is this really happening right now?” We had damage, disruption, cleanup, construction, insurance headaches — all while still trying to keep the business running and the customer experience positive.

There have also been the everyday struggles people don’t always see: staffing challenges, supply chain issues, rising costs, technology failures, and the emotional weight of constantly being responsible for so many moving parts. Some days you feel unstoppable, and other days you are putting out fires you never saw coming.

But honestly, the hard moments taught me the most. They forced me to become more resilient, trust my instincts, ask for help when I needed it, and stop trying to be perfect. I’ve learned that owning a business is less about avoiding challenges and more about learning how to move through them without losing your sense of humor.

Oddly enough, some of our biggest growth came out of the hardest seasons. Those experiences shaped not just the business, but me as a leader and as a person.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
All City Candy is more than a candy store — it’s an experience built around nostalgia, fun, and making people feel like kids again. We specialize in bulk candy, nostalgic candy, gifts, chocolates, seasonal experiences, and hard-to-find favorites from every generation. We also have an in-house chocolate kitchen where we hand dip treats like pretzels, Oreos, marshmallows, and more.

What really sets us apart is the emotional connection people have when they walk through our doors. Customers are constantly telling stories about childhood memories, grandparents, favorite vacations, or the candy they haven’t seen in 30 years. We’re not just selling sweets — we’re selling memories, experiences, and moments of joy.

We’ve also grown far beyond traditional retail. In addition to our store, we have a strong e-commerce business, corporate gifting programs, wedding and event offerings, and large seasonal experiences that bring people together in a really unique way.

Brand-wise, I’m most proud that we’ve created something people genuinely feel connected to. In a world that often feels stressful and rushed, I love that our brand gives people permission to have fun, be nostalgic, and smile a little more. We’ve worked hard to create a welcoming environment where everyone — kids, parents, grandparents, and even people who “don’t even like candy” — can find something that makes them happy.

Can you share something surprising about yourself?
One thing that might surprise people is that while I come across as very outgoing and confident, I actually spend a lot of time questioning myself and worrying about whether I’m doing enough. I think many entrepreneurs secretly carry that feeling, even when things look successful from the outside.

A lot of time people think that All City Candy is a franchise, I completely built this world from scratch through curiosity, creativity, and a willingness to take risks.

I also think people would be surprised by how emotional candy really is. Before opening All City Candy, I thought I was getting into retail. What I actually stepped into was memory-making. Some of the most meaningful moments are watching people reconnect with childhood memories, family traditions, or loved ones through something as simple as a piece of candy. That part still catches me off guard sometimes in the best way.

Contact Info:

• Website: https://allcitycandy.com
• Instagram: allcitycandy
• Facebook: allcitycandy
• Twitter: allcitycandy
• Youtube: allcitycandy
• Yelp: allcitycandy