Lil Sweet Treat

NYC Addresses: West Village: 184 7th Ave S, New York, NY 10014 Upper West Side: 416 Amsterdam Ave, New York, NY 10024 Rockefeller Center: 30 Rockefeller Plaza, New York, NY 10112 (Rink Level) East Village: 150 2nd Ave, New York, NY 10003 By Lauren Holstein

Lil Sweet Treat is a modern candy destination created for true confectionery lovers who delight in discovering standout sweets from around the world. Known for its thoughtfully curated selection, the brand has grown from a devoted online following into multiple brick-and-mortar locations across Manhattan, Boston, Philadelphia, and Washington, D.C., with nationwide shipping that brings its cult-favorite candies far beyond city limits.

Founded by Elly Ross, Lil Sweet Treat took an unconventional path to retail success. Rather than relying on traditional marketing, Ross built the brand in real time on TikTok, using the platform as a window into the business itself. She documented every step of opening her first store—from touring a West Village storefront to sharing renovation updates and design choices, including the vibrant mural painted outside.

As followers watched the space transform, anticipation grew with each post.

Ross’s journey into the candy world is as unexpected as it is compelling. With a background in computer science and a career in tech as a product manager, confectionery was not an obvious next step. However, a lifelong love of candy and a keen awareness of emerging trends—such as the viral popularity of Swedish sweets—sparked an idea she couldn’t ignore.

By sharing her discoveries on TikTok with a candid, unpolished voice, Ross struck a chord with viewers and quickly built a loyal audience.

When Lil Sweet Treat officially opened in September 2024, it was anything but a quiet debut. Customers arrived already emotionally invested, eager to experience in person the candy shop they had watched come to life online.

A second location soon followed on the Rink Level of Rockefeller Center, expanding the brand’s reach to both locals and tourists. Despite their compact footprint, the stores are meticulously designed, with walls lined with clear dispensers that invite customers to scoop and weigh their own selections at $4.85 per quarter pound.

The candy assortment spans the globe and changes frequently. Shoppers can find piña colada wedges from Spain, caramel custards from France, strawberry monkeys from Sweden, and soft licorice from Australia, among many other rotating offerings.

Ross’s own favorite candy shifts often, reinforcing the brand’s commitment to discovery and novelty with every visit.

For those unable to visit in person, Lil Sweet Treat’s online shop delivers the experience nationwide. Signature mixes like the sweet-and-sour “Holly Jolly Mix” or the crowd-favorite “Sweet Soirée” are available in two-pound bags for $35.

Other popular blends include “Island Vibes,” “Tropical Juice Box,” and “Fizz + Fun.” Orders over $55 qualify for free shipping when shipping costs remain under $28, making it easy to send candy anywhere in the U.S.

In addition to retail and shipping, Lil Sweet Treat offers custom candy bags for birthdays, bachelorettes, weddings, corporate events, and other celebrations.

Customers select their mix, add a personalized sticker or gift note, and let the team take care of the rest—creating a seamless and memorable gifting experience.

From a single TikTok account to a multi-city candy brand, Lil Sweet Treat demonstrates the power of authenticity, creativity, and a genuine love of sweets. For anyone looking to indulge or gift something unexpected, it delivers quality, joy, and a sense of discovery in every bite.