James Ellender sells homemade candy that is made in the basement of his Covent Garden shop and sold on the floor above. The business is much more than a mom-and-pop candy shop, however.
James tells Fuse about running a successful candy business in the internet age. It starts with Spun's tiny, tasty, all-natural sweets. The product is marketed online as much as in the shop. And the biggest customers are not walk-ins from the street but rather companies that want their brand on a piece of candy, to distribute to clients or employees.
At the same time the connection to the consumer is richer than it was in mom and pop's day, because Spun's "theater of candy making" shows us how candy is made in front of our eyes -- and gives us the tools to make it ourselves.