West Nova News

A Virginia mother of three has created a sweet silver lining during the COVID-19 pandemic through the creation of her new business the Candyland *Cake* Co.

Carolyn Hoffman, who launched Candyland *Cake* Co., told West Nova News it was a challenge to launch during the pandemic. She is also the owner of the North Pole Helper, Elf-On-The Shelf Kits, but the idea of her new start came for graduates who were missing so much during quarantine.

"I came up with the idea for Candyland *Cake* Co. as I wanted to provide something special for 2020 quarantining graduates. My heart went out to this group as they were missing proms, graduations and extended family celebrations," Hoffman said. "I thought creating candy 'cakes' would be a unique way to bring something different to everyone’s in-home celebrations."

Carolyn Hoffman and her family. | Provided

Creating a business during the pandemic had its challenges but Hoffman was able to jump those hurdles.

"I started small and evaluated each step along the way. Yes, I jumped in, but I wanted to ensure each 'cake' was made with exceptional quality," she said. "Creating Candyland *Cake* Co. had its pandemic challenges in that I had to acquire all my materials online and of course, adhere to new safety protocols. However, while successfully overcoming those obstacles, I also kept close eye on the amount of orders I had. I always ensure production is in balance with supporting my family."

Hoffman said the reaction to her "cakes" has been great, although initially she had to explain what they were. 

"Overwhelmingly, people tell me how impressive and creative they are," she said. "In addition to seeing the faces of the happy recipients, I love seeing expressions of those I pass by when I deliver them to my shipping company. I’ve had people stop me as I’m walking to the entrance, and folks photograph me while in line or at the counter."  

Locally, she said people know her as the "lady with the candy cakes."

While some people are struggling with finances, Hoffman said she realizes "times are tight." 

"However," she added, "I find people are diverting what they would normally spend on elaborate parties [because they can’t have them] to simpler things that bring the immediate family together. My Candyland *Cakes* support this simple, close family time people are experiencing right now."

Hoffman recalled that last winter she launched the North Pole Helper, Elf-On-The-Shelf Kits and this winter expanded it to include the "Young Adult Version" because many adult children are currently at home. 

"They of course may not 'believe,' but it’s about tradition and simple, fun family time," she said. "My company continues to grow even in these times,  because, very simply, my product lines support families coming together and enjoying something unique that is well made while encouraging the creation of special family moments, especially in these challenging times.  

"My two lines: Candyland *Cake* Co. and North Pole Helper are both founded on helping other families find joy in the small things to create their special moments." 

Do her three children give her inspirations for her cake themes? 

"My kids give me inspiration in everything I do," Hoffman said.

"As I mentioned, the feedback has been incredibly positive and heartwarming. I think people are most excited about the ability to tell me what they have in mind for their recipient, and see it come to life. I see that people order my candy cakes for all different occasions, [such as] pick-me-ups; unique birthday gifts, anniversary celebrations; business thank-you's and more."

As for those who want to start their own business but are hesitant, her advice is, "Make a plan, enlist the right people to support the follow-though on the plan and keep your family first."

Hoffman said she enlisted the help of a business/marketing consultant to help her. 

"No business can be created by a single person," she said. "It is important to surround yourself with those that not only understand your business, but how you want to do business. Know it’ll require a lot of hard work, but it is worth it. Above all, I have the love and support of my family who believe in me, help me and love me every step of the way."

Hoffman also shared the best business advice she heard: "Love what you do, and then it doesn’t feel like work. I work throughout the year, creating products to enhance loving households, which embrace fun and tradition."