Q1 2021

91 | Q1 2021 Sep20726 Sugary Sweetness So Good Its Sinful With Pop Art aesthetics, premium service, and gourmet products, it is no wonder that SugarSin has been named the Best Premium Confectionary Retailer 2020. We take a closer look at what is a storefront and online retailer bringing ‘a unique shopping experience’ that makes a lasting impression on its customers. SugarSin is a premium sweets and confectionary brand located in Central London, serving a local client base through its store front, as well as nationally through delivery. As well as being dubbed the Best Premium Confectionary retailer for 2020, it has been accredited with the accolade of the SME Entrepreneurial Brand of the Year for 2020, catapulting it even further into the spotlight. Between this and the attention it has garnered in its area for the quality of its products and customer service, SugarSin has cemented itself as people’s favourite sweets shop and a gem amongst online premium sweets stores. ‘We are a playful brand,’ its website states, ‘but [at] the heart of it, quality is our focus’. This dedication to being the best in terms of the standard of its sweets is shown in the range and excellence of its offerings, and the proof is in the positivity found within its TripAdvisor reviews, averaging at 4.5/5 stars. SugarSin’s path to success began in 2011, and it was founded in the Theatre District of Covent Garden. This location choice would become one of its most beneficial features, and indeed, the location alone has ensured it plenty of custom as the visitors to Covent Garden mean an abundance of foot traffic. Rubbing shoulders with the Theatre Royal on Drury Lane, the Lyceum Theatre, and the Royal Opera House, SugarSin sits amongst establishments of prestige, and holds its own with its eye-catching shop front. Its façade is an electric bright blue, accented by pull-down veranda-style banners that provide shelter from the weather and an additional burst of colour to an otherwise muted-looking street corner. Due to its distinctive colours, its location has become known as the ‘blue corner’, and through the windows passers-by can clearly see into the bright and welcoming interior. This retailer prizes its ability to sell ‘some of the most delectable sweets in the whole of London’, only stocking high-end products. It has become a big voice in its industry for its unique Scandinavian pick-n-mix, traditional British chocolates, luxury truffles, and gourmet cocktail and fruit flavoured gummies that are difficult to find elsewhere. With this setting it apart from the crowd, it’s easy to see why SugarSin has become a favourite amongst its target market. It has, of course, also seen many changes and transitional phases to get to the level of excellence it currently operates at. It came under new management in 2019 when entrepreneur Jiten Shah, working with product expert Clare Turnbull on new product lines and directions, began to lead it towards exponential acclaim. These recent 2020 awards join the one it won in 2019 after the directional shift that set it on the path of further growth; during this time it was voted the ‘Best Sweet Shop of the Year’ for Central London. Another award it managed to secure in 2020 was the ‘Artisan Confectioners of the Year’ award for its region. SugarSin sources its products from a wide range of stockists and suppliers, all of them having been thoroughly vetted to ensure they measure up to SugarSin’s lofty standards. As such, it imports in from all over the UK and Europe, bringing in confectionaries that are unique, delicious, and exceptional. It also offers a range of vegetarian, vegan, gluten, and dairy free products, reassuring its customers that no matter their need, it can cater to them. This has only further bolstered its reputation nationally, and, to further add to the prestige of this business’s operations, 90% of SugarSin’s products are hand-packed in the store with care and dedication. It ensures that not only are the products exemplary, but that the presentation only adds to it, with bags, boxes, and jars that are just as aesthetically appealing as the confectionary. This is another display of its dedication to good quality in all things. It is this attitude that has secured it repeat custom time and time again, as its customers appreciate the evident care it puts into its services. Inspired by the Pop Art movement and the atmosphere of fun that denotes, it was named one of the ‘world’s most beautiful candy shops’ by Architectural Digest. Currently, upon visiting its website, it is offering a 20% off discount for every spend of £30 or more using code ‘Strawberry20’. Wholesale is also available through its trade website. Company: SugarSin Contact: Jiten Shah Website: https://sugarsin.co.uk/