Today we’d like to introduce you to FELICIA Evans Williams.
Hi FELICIA, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
From childhood, I have always had a love for confectionery; namely candy. As a child, I grew up selling frozen icys and now and laters from our projects apartment while in junior high school. As I advanced to high school, I was selling candy in the hallways of high school with chocolate now and laters and super bubble (in the red wrapper) being the top seller. By the time I transition to college at Shaw University in Fall 1990, I made fast friends becuase I was selling snacks; namely candy from my college dorm. It was a nice way to meet people as a freshman student. My professional trajectory began after finshing graduate school in 2008 with an MBA in Business Management from University of Phoenix, I knew I wanted to open up a small business and Sweet Candy Cafe was founded in 2012 in Historic Downtown Lumberton, North Carolina.
As we were preparing for a grand opening our first storefront caught fire and our grand openning was nearly derailed by the fire. But with the help of the late Mr. Richard “Dick” Taylor, a UNC Chapel graduate, he loved my vision of a confectionery storefront and he assisted and was extremely instrumental in reassigning us a new storefront since he owned most of the commercial storefront space in Downtown Lumberton which is now named after him, “Dick Taylor Plaza”. He was extremely instrumental in making sure we were set up for success in our new storefront space at 212 North Chestnut Street. We worked really hard, it takes courage to ask but we rallied our closet friends and family to assist us in opening our small business in November 2012. We welcomed the Lumberton community with the smell of buttered popcorn, warm peanuts and the aroma of candy when you entered our small business candy shop.
Since opening our storefront it hasn’t always been easy. Professionally, we were faced with Hurricane Matthew, Florence and Covid-19 in March 2020 but continued to keep our doors open, We reached out to our confectionery colleagues and they sent candy and some sent cash. We donated to local churches to have the perscriptions filled for senior citizens, we served hot soap and sandwiches and gave out lots of candy thanks to our friends in the candy industry. It was a tough time to be in business but we were committed. Personally, in 2014 I lost my only brother in April 2014 and months later my husband (co-founder of Sweet Candy Cafe) in August of 2014. I was broken but I knew how much they both loved the candy shop. So, I pushed myself to keep going to make them both proud.
Giving Back: Sweet Candy Cafe founded a program called, Candy Kids Wear Blazer (CKWB), teaching young girls ages 6 to 9 about being a business owner in a kid-friendly way. We have also been featured by local news station for giving back to the community by our donation of toys and essential items to the pediatric unit for babies that are in the hospital for the holidays, our way of giving back to the Lumberton, North Carolina Community. I believe in the importance of bestowing a priceless foundation to the future generation by leading by example so they can flourish and prosper.
Fastforward, we have continued to keep Sweet Candy Cafe doors open with the help of committed customers; in-store, online and others who donate because they believe in us. Additionally, along the way we have received a few small business grants for Sweet Candy Cafe.
Today, Historic Downtown Lumberton looks vastly different than it did back in 2012 but I appreciate both; then and now. Knowing we were there before all the cosmetic changes gives us a better appreciation for our small business because I knew the vision of what it could be in 2012 when we opened our doors at Sweet Candy Cafe. Although, our experiences in Downtown hasn’t always been an easy transition; even with proven longevity and added value to Downtown Lumberton it’s has been tough. It’s critical for Sweet Candy Cafe to be apart of Downtown to encourage and attract other future business owners to bring their business ideas to Downtown Lumberton, North Carolina and to provide a different business perspective to Sweet Candy Cafe given generational differences.
Some of the best advise I have ever been given was don’t give up. We have experienced every small business challenege that you could image. Most recently, we had a grant that was awarded to us in October/November 2024 in Lumberton, NC; but they asked for it back in early 2025. The vendor that we selected to complete a task went out of business in 2025. However in 2024, this particular business gave me a quote that was included in my grant application that I was awarded. But because I was not able to secure a “new vendor” in time, they asked for the grant back and I was completely crusehd. The take away from the expereince is to keep going and don’t allow emotions to take control. The insight from this particular experience makes me a better leader and teaches me to expect the unexpected as a small business owner.
Sweet Candy Cafe is apart of the National Confectionery Association in Washington, DC, an active participant of the Sweets and Snacks Expo, the largest candy conference in the world, been feature in “The Knot” Wedding Magazine, featured in the Candy Today magazine, name the neighborhood champion by American Express ShopSmall in 2024, grauate of the Cornell University Business Management Program, and other print media.
Sweet Candy Cafe located in the heart of Historic Downtown Lumberton, North Carolina is excited to mark our 13th flagship storefront anniversary during ShopSmall Saturday on November 29th. Like a Kid in a Candy Shop! We love seeing the emotional connection that customers have with candy because it’s tied to our fondest childhood memories. and biggest celebrations.
Fun Fact: Sweet Candy Cafe had a featured video with the University of Phoenix with over 700,000 views. Here’s the link: https://www.facebook.com/universityofphoenix/videos/10155833113221049/
https://www.robesonian.com/news/business/87739/college-recognizes-owner-of-sweet-candy-cafe
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Today, Historic Downtown Lumberton looks vastly different than it did back in 2012 but I appreciate both; then and now. Knowing we were there before all the cosmetic changes gives us a better appreciation for our small business because I knew the vision of what it could be in 2012 when we opened our doors at Sweet Candy Cafe. Although, our experiences in Downtown hasn’t always been an easy transition; even with proven longevity and added value to Downtown Lumberton it’s has been tough. It’s critical for Sweet Candy Cafe to be apart of Downtown to encourage and attract other future business owners to bring their business ideas to Downtown Lumberton, North Carolina and to provide a different business perspective to Sweet Candy Cafe given generational differences.
Some of the best advise I have ever been given was don’t give up. We have experienced every small business challenege that you could image. Most recently, we had a grant that was awarded to us in October/November 2024 in Lumberton, NC; but they asked for it back in early 2025. The vendor that we selected to complete a task went out of business in 2025. However in 2024, this particular business gave me a quote that was included in my grant application that I was awarded. But because I was not able to secure a “new vendor” in time, they asked for the grant back and I was completely crusehd. The take away from the expereince is to keep going and don’t allow emotions to take control. The insight from this particular experience makes me a better leader and teaches me to expect the unexpected as a small business owner.
Sweet Candy Cafe is apart of the National Confectionery Association in Washington, DC, an active participant of the Sweets and Snacks Expo, the largest candy conference in the world, been feature in “The Knot” Wedding Magazine, featured in the Candy Today magazine, name the neighborhood champion by American Express ShopSmall in 2024, grauate of the Cornell University Business Management Program, and other print media.
Sweet Candy Cafe located in the heart of Historic Downtown Lumberton, North Carolina is excited to mark our 13th flagship storefront anniversary during ShopSmall Saturday on November 29th. Like a Kid in a Candy Shop! We love seeing the emotional connection that customers have with candy because it’s tied to our fondest childhood memories. and biggest celebrations.
Fun Fact: Sweet Candy Cafe had a featured video with the University of Phoenix with over 700,000 views. Here’s the link: https://www.facebook.com/universityofphoenix/videos/10155833113221049/
https://www.robesonian.com/news/business/87739/college-recognizes-owner-of-sweet-candy-cafe
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
My name is Felicia Evans Williams and I’m the owner and founder of Sweet Candy Cafe is a confectionery/candy storefront located in the heart of Historic Downtown Lumberton, North Carolina. In-store, we offer over 97 flavors of candy; old school and new school (smile).
We take provide in being known for our kindness, politeness, driven and always providing exceptional customer services to our community.
From childhood, I have always had a love for confectionery; namely candy. As a child, I grew up selling frozen icys and now and laters from our projects apartment while in junior high school. As I advanced to high school, I was selling candy in the hallways of high school with chocolate now and laters and super bubble (in the red wrapper) being the top seller. By the time I transition to college at Shaw University in Fall 1990, I made fast friends becuase I was selling snacks; namely candy from my college dorm. It was a nice way to meet people as a freshman student. My professional trajectory began after finshing graduate school in 2008 with an MBA in Business Management from University of Phoenix, I knew I wanted to open up a small business and Sweet Candy Cafe was founded in 2012 in Historic Downtown Lumberton, North Carolina.
As we were preparing for a grand opening our first storefront caught fire and our grand openning was nearly derailed by the fire. But with the help of the late Mr. Richard “Dick” Taylor, a UNC Chapel graduate, he loved my vision of a confectionery storefront and he assisted and was extremely instrumental in reassigning us a new storefront since he owned most of the commercial storefront space in Downtown Lumberton which is now named after him, “Dick Taylor Plaza”. He was extremely instrumental in making sure we were set up for success in our new storefront space at 212 North Chestnut Street. We worked really hard, it takes courage to ask but we rallied our closet friends and family to assist us in opening our small business in November 2012. We welcomed the Lumberton community with the smell of buttered popcorn, warm peanuts and the aroma of candy when you entered our small business candy shop.
Since opening our storefront it hasn’t always been easy. Professionally, we were faced with Hurricane Matthew, Florence and Covid-19 in March 2020 but continued to keep our doors open, We reached out to our confectionery colleagues and they sent candy and some sent cash. We donated to local churches to have the perscriptions filled for senior citizens, we served hot soap and sandwiches and gave out lots of candy thanks to our friends in the candy industry. It was a tough time to be in business but we were committed. Personally, in 2014 I lost my only brother in April 2014 and months later my husband (co-founder of Sweet Candy Cafe) in August of 2014. I was broken but I knew how much they both loved the candy shop. So, I pushed myself to keep going to make them both proud.
Giving Back: Sweet Candy Cafe founded a program called, Candy Kids Wear Blazer (CKWB), teaching young girls ages 6 to 9 about being a business owner in a kid-friendly way. We have also been featured by local news station for giving back to the community by our donation of toys and essential items to the pediatric unit for babies that are in the hospital for the holidays, our way of giving back to the Lumberton, North Carolina Community. I believe in the importance of bestowing a priceless foundation to the future generation by leading by example so they can flourish and prosper.
Fastforward, we have continued to keep Sweet Candy Cafe doors open with the help of committed customers; in-store, online and others who donate because they believe in us. Additionally, along the way we have received a few small business grants for Sweet Candy Cafe.
Today, Historic Downtown Lumberton looks vastly different than it did back in 2012 but I appreciate both; then and now. Knowing we were there before all the cosmetic changes gives us a better appreciation for our small business because I knew the vision of what it could be in 2012 when we opened our doors at Sweet Candy Cafe. Although, our experiences in Downtown hasn’t always been an easy transition; even with proven longevity and added value to Downtown Lumberton it’s has been tough. It’s critical for Sweet Candy Cafe to be apart of Downtown to encourage and attract other future business owners to bring their business ideas to Downtown Lumberton, North Carolina and to provide a different business perspective to Sweet Candy Cafe given generational differences.
Some of the best advise I have ever been given was don’t give up. We have experienced every small business challenege that you could image. Most recently, we had a grant that was awarded to us in October/November 2024 in Lumberton, NC; but they asked for it back in early 2025. The vendor that we selected to complete a task went out of business in 2025. However in 2024, this particular business gave me a quote that was included in my grant application that I was awarded. But because I was not able to secure a “new vendor” in time, they asked for the grant back and I was completely crusehd. The take away from the expereince is to keep going and don’t allow emotions to take control. The insight from this particular experience makes me a better leader and teaches me to expect the unexpected as a small business owner.
Sweet Candy Cafe is apart of the National Confectionery Association in Washington, DC, an active participant of the Sweets and Snacks Expo, the largest candy conference in the world, been feature in “The Knot” Wedding Magazine, featured in the Candy Today magazine, name the neighborhood champion by American Express ShopSmall in 2024, grauate of the Cornell University Business Management Program, and other print media.
Sweet Candy Cafe located in the heart of Historic Downtown Lumberton, North Carolina is excited to mark our 13th flagship storefront anniversary during ShopSmall Saturday on November 29th. Like a Kid in a Candy Shop! We love seeing the emotional connection that customers have with candy because it’s tied to our fondest childhood memories. and biggest celebrations.
Fun Fact: Sweet Candy Cafe had a featured video with the University of Phoenix with over 700,000 views. Here’s the link: https://www.facebook.com/universityofphoenix/videos/10155833113221049/
https://www.robesonian.com/news/business/87739/college-recognizes-owner-of-sweet-candy-cafe
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I stay connected with my colleagues in the candy industry, attned the yearly Sweets and Snacks Expo, the largest confectionery candy conference in the world and I receive several confectionery magazines that keeps me abreast of Candy news, trends and insights for decision-makers.
Contact Info:
- Website: Sweet Candy Cafe
- Instagram: Sweet Candy Cafe
- Facebook: https://www.facebook.com/SweetEvents1
- Twitter: @SweetCandy
- Other: TikTok Sweet Candy Cafe
