A.sweeT. Mixes Sweets and Style

There is certainly a sweet smell of success when one enters A.sweeT. on South Beverly Drive.

The vibrant boutique harkens back to the old-fashioned candy store, but with a Beverly Hills twist: it sells confections but also sweetens the deal with fashion and accessories.

“It’s about indulgence and finding something that makes you happy, whether it is a piece of candy, a piece of clothing or a piece of jewelry,” said owner Andrea Trujillo, who opened the shop in October 2009.

In an effort to support small businesses, American Express is asking consumers to shop local this month at businesses such as A.sweeT. in honor of Small Business Saturday on Nov. 26.

Making customers happy is key to a thriving small business, Trujillo told Patch, emphasizing how important it is to treat customers well. Even with the temperamental economy, she considers herself to be “very lucky” that her business continues to grow with new and repeat customers.

Middle school students, arriving in gregarious groups, go for the old-school candy like Pop Rocks and candy necklaces. Women of all ages get excited about the fashion. Moms and kids fill bags with a tempting selection of bulk candy, while men come in for candy or gifts. Employees from other stores are frequent buyers as well, Trujillo said.

Social media has helped the shop grow. Its website has a banner pronouncing that “Life is not complete without A.sweeT.” Fans can also follow the business’ twitter feed.

Like many other small business owners, Trujillo tries to give back to the community. She’s planning a “Toys for Tots” drive during the holiday season and she often donates to local schools. After Easter and Halloween, the shop’s excess candy is shipped to nonprofits including the International Child Art Foundation.

Trujillo used to write about start-ups and entrepreneurs when she managed the editorial team for Daily Candy, a popular trend-spotting website. That experience inspired her to follow her dream of launching her own business. The unconventional capitalization and punctuation in the store’s name is a nod to the initials of the twenty-something Trujillo.

“I’ve always had a giant sweet tooth and loved the idea of a fun candy store, but I wanted to set myself apart,” said Trujillo, speaking of her store’s unusual mix of candy and clothes.

She chose Beverly Hills to open her shop because it is centrally-located in the region. 

“South Beverly Drive is a growing street that is family-oriented,” she said.

Trujillo said she usually eats something sweet from her store every day. Her favorite indulgence? Strawberry Australia licorice.

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