Sugarfly Alley Brings Little Town Charm to Clinton Hill

Sugarfly Alley is a sweet little shop -- literally. 

Situated next to a picturesque garden on a quiet block, the "neighborhood sweet shoppe" opened on Franklin Avenue in October 2012 and immediately became a fixture in the community. 

"There are lots of fine shops and cafes in the neighborhood, but there wasn't anything for kids, big or small," said Stacy Desmond, who owns the shop with her husband, Conrad. 

The Desmonds lived in Clinton Hill years ago, moved to New Jersey and then found themselves back in the neighborhood after having their son, Conrad, Jr. 

"We just loved the neighborhood so much," Ms. Desmond said. "We loved the transition the neighborhood has gone through."

And at this point in time, it seems a candy shop is just what the neighborhood needs. Sugarfly Alley has quickly become the go-to outlet for hard-to-find, classic and artisnal candy, with patrons coming from near and far to request a favorite treat.

"I was biased with our own preferences," Ms. Desmond said of the initial stocking process. "But we have a recommendation book and people come in and ask 'would you please find this, this and this for me?' On a daily basis, I'm looking for products old and new." 

Products that appeal to the neighborhood's vast and ever-developing demographics. 

 "You can tell where people are from by the candy they pick," Mr. Desmond said. "Pratt students from the Midwest come in and the shop makes them feel at home."

It's important to make patrons feel at home, the Desmonds said, stressing the importance of creating a comfortable atmosphere. 

"We want to separate ourselves [from the competition] with the experience of being here rather than just the product alone," he said. 

And though the candy and the treatment might be what keeps people coming back for more, there's no denying that the shop's warm and welcoming appearance is what draws them in.  

But making the shop appear spacious was a challenge, Ms. Desmond said, and anyone could see why: it's narrow and if decorated the wrong way, could certainly resemble a hallway. "When we told friends where we were looking at, they said, 'Don't do it there!," she said with a laugh. 

The space works, though, and it's a testament to the Desmonds' creativity and nearby influences. "We were inspired by the garden next door," she said. "We wanted the store to be an extension of the garden: whimsical, open and airy." 

"The fact that it's smaller works to our advantage," Mr. Desmond continued, pointing to the fact that the store's product doesn't need a huge space. "It's amazing how someone can come in here for gummy bears and what they actually walk out with."

Though content with the shop's physical presence, the Desmonds are still growing the business and have plenty of ideas on how to do so. 

"We're expanding into party planning for kids," Ms. Desmond said. "We're teaming up with an event planner to [develop] kids' gift bags, and select items will be going online." 

Sugarfly Alley is located at 320 Franklin Ave., and is open Tuesday through Thursday from 3-8 p.m., Friday and Saturday from 3-9 p.m. and Sunday from 12-7 p.m. For more information, head to the shop's website by clicking here.