When Laina Jane, a well-known lingerie and pajama shop, closed its doors at the beginning of 2025, a new player swiftly emerged in its place. The signage for Lil Sweet Treat now adorns 416 Amsterdam Avenue, nestled between West 79th and 80th Streets. This transition marked the entry of Elly Ross, a fresh candy entrepreneur, into the lingerie space. Ross, a social media sensation, specializes in importing premium gummies from various European countries such as Sweden, Spain, Germany, and Belgium.
Lil Sweet Treat made its grand debut in September 2024 in the West Village before expanding its reach to the East Village, Rockefeller Center, and Boston. Despite the buzz around their Philadelphia opening in June 2025, details about their forthcoming Upper West Side location were scarce. The lowercase branding of Lil Sweet Treat reflects the cozy, boutique-style experience they offer, emphasizing their commitment to personalized service.
While attempts to reach Lil Sweet Treat for further insights were futile due to disconnected phone numbers, a glimpse into their world was captured through an Instagram video featuring Elly Ross at the original West Village store. The footage showcased a queue snaking down the street, with Ross exuding enthusiasm about sharing delectable treats with candy enthusiasts. She emphasized the meticulous curation of their gummy selection, inspired by her global travels and a passion for delivering a magical shopping experience.
Lil Sweet Treat operates on a unique cost-per-pound model, allowing customers to indulge in a mix-and-match adventure with gummies sourced from around the world. Their online platform showcases signature offerings like mini burgers infused with fruity flavors and chewy textures. Noteworthy are the Swedish gummies, including nostalgic fruit belts and innovative Danish skulls, each priced at $19.40 per pound. Despite being a newcomer, Lil Sweet Treat swiftly garnered attention, earning a spot on Eater’s coveted list of the best candy shops in New York City alongside esteemed establishments like Economy Candy and Li-Lac Chocolates.
Eater commended Lil Sweet Treat for reinventing the traditional candy store concept, catering to a modern audience while evoking a sense of nostalgia. The snug layout of their West Village store, reminiscent of mall candy shops from bygone eras, adds to the allure, often resulting in lines forming outside. The owner’s recent confirmation of their imminent opening on the Upper West Side in mid-July signifies an exciting expansion for the brand, promising a unique selection of globally sourced sweets to delight candy connoisseurs.
Elly Ross’s journey into the candy business not only brings a fresh perspective to the industry but also taps into the enduring appeal of indulging in sweet treats. With a focus on quality, variety, and customer experience, Lil Sweet Treat embodies a fusion of tradition and innovation, offering a whimsical escape for those seeking a sugary adventure.
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