The Sweet Tooth opens pop-up candy shop in downtown PdC
Crystal Priebe is the owner of The Sweet Tooth at 127 W. Blackhawk Ave. (recently vacated by The Broken Ladder). She will offer many varieties of nostalgic candies bulk and by the piece, in addition to her homemade chocolates, gourmet popcorn and soda by the glass bottle. (Photo by Correne Martin)
By Correne Martin
The shining star of Prairie du Chien’s Pop-Up Shop Program for the Christmas season is The Sweet Tooth, a new candy shop at 127 W. Blackhawk Ave. (recently vacated by The Broken Ladder). A grand opening is planned for Saturday, Nov. 30, in association with Small Business Saturday and the local Santa Shops Small promotion.
With the support of Wisconsin Economic Development Corporation (WEDC) Entrepreneurial Support Grant funding, Crystal Priebe is the young entrepreneur taking a shot at her dream to be in the candy business.
“It’s a nostalgic candy, Willy Wonka, Candyland type theme,” Priebe shared, while setting down her paint brush for a moment inside the retail location last Thursday. “I was just going to do the pop-up but the rent’s affordable here so I’ve decided to make it more of a longterm thing.”
Through the Pop-Up Shop Program, she essentially gets free rent and utilities, paid for by WEDC, which has partnered with Couleecap, Driftless Development and Viroqua Chamber Main Street locally to make this happen for the first time in Prairie du Chien. The program is paying the first two months rent to landlord Janet Iverson, who owns Hare Magic next door. This gives Priebe the opportunity to test the waters of her enterprise at less of a risk in expenses.
Others showed interest, but since the program wasn’t introduced in Prairie du Chien until mid-September, there wasn’t enough time for some to make their idea a reality.
Whipping her pop-up together quickly, with her application just being approved at the beginning of November, Priebe said the process has been a whirlwind.
“I’m very excited but I’m also really scared. I’ve had about 10,000 different plans, and I think I’m on plan Y or Z. I just want people to like it,” she stated.
At The Sweet Tooth, customers will appreciate the shop’s nod to old-time candy varieties with a something-for-every-age feel, Priebe’s personally-dipped and drizzled homemade chocolates of about 10 flavors, gourmet popcorn from the Great American Popcorn Company in Galena, candy bouquets, candy cakes, delicious gifts and stocking stuffers and more. She said she plans to have at least 32 different candies available by the piece or in bulk, including a spread of saltwater taffy.
“I’m trying to get stuff that other local businesses don’t have,” she said, noting that there may be some overlap in product.
One unique line she’s excited to offer will also be 28 varieties of glass bottled soda in traditional flavors as well as the outrageous like dill pickle, butter beer and unicorn yak. Also satisfying the eccentric buyer’s tastebuds will be the Galena popcorn company’s birthday cake, Christmas cherry and green apple mix, cookies and cream popcorns.
People will be encouraged to come in and fill a baggy up, piece by piece, with their favorite treats.
“I really want to give people of all ages that fun, interactive, nostalgic experience, especially for kids,” Priebe said. “Filling up my baggy, that’s what I loved as a kid.”
Though she won’t have every product she wants immediately, she hopes the public will be understanding and patient.
For instance, she currently makes her hand-dipped chocolates like salted caramels, English toffee and candied pecans, and sells them at her dad Mike Valley’s store, Valley Fish and Cheese. She will have to continue making them off-site and bringing them into The Sweet Tooth prepackaged, until the state plans are approved and she can install a sink and other kitchen necessities.
In addition to the state and city assistance Priebe has achieved, she has received great support from her husband, kids, dad and mom, and other family and friends. They’ve helped with cleaning and painting; finding and installing shelving and display cases, baskets and glassware; making signage, etc.
Last week, much of her product arrived, just in time for a soft opening Nov. 23.
Priebe is accepting bulk chocolate orders for the holidays and urges potential customers to contact her soon if interested. She will ship if she can too. To reach Crystal, call (608) 379-0380 or email crystalpriebe@yahoo.com.
Having worked in retail at her dad’s business and also at a sweet shop in La Crosse, Priebe is ready and thankful for this chance.
She said, “I’ve always wanted to have my own candy shop. I can’t believe it’s actually happening.”
