Candy-maker has sweet success in South Tampa

Steven Ashworth didn't foresee candy in his future, but a part-time job during college led to sweet success as owner-operator of a small business that is surviving the recession.

City Street Sweets sells more than candy, fudge and other handmade confections. The Hyde Park Village shop has a reputation as a fun destination for children and adults, blending chocolate and entertainment.

"I created the whole concept," the 43-year-old Ashworth said after guiding 14 fourth-graders through Candy College, one of a half-dozen hands-on activities he offers at his shop for groups of four or more. "I wanted to have something that was fun for adults and kids."

Launched in October, his Candy College teaches children the origins of some ancient candies, including the popular legend of how saltwater taffy got its name soon after its 1880s beginnings on New Jersey's Atlantic City boardwalk. Youngsters graduate after creating and personally decorating chocolate-dipped marshmallow treats.

An adult group, Chocolate Bar Therapy, provides historical and nutritional background, sampling of gourmet candies and instruction on creating a custom chocolate bar to take home.

The shop's Celebration Square back room is available for children's birthday parties, complete with treats.

Ashworth, who grew up in the Wilkes-Barre, Pa., suburb of Dallas, opened his store at 1601 W. Snow Circle in December 2007. But his fate was sealed decades earlier in Georgia while attending Savannah College of Art and Design, working toward his bachelor's degree in fine arts.

In Savannah, Ashworth took a part-time job with a family-owned candy company, which led to a position with Godiva, the famous Belgian chocolate maker that sells its sweets at 450 company stores worldwide, and through many more retailers.Ashworth began managing a Godiva store and soon was promoted to a training manager. "That's how I came up with this concept," he said, adding he knew he must end his 14-year Godiva career to implement his plan."I make all the chocolates fresh; everything is handmade," he said. "I've got premium chocolates, all the way down to the gummies," he said, referring to the rubbery textured gummy bears and the more popular shape among kids, gummy worms.

"Word of mouth is driving my business," Ashworth said. "I get every demographic," and kids who first visited with parents at age 2 are among his repeat customers. Some young customers recommend recipes, like hot chocolate fudge, among Ashworth's biggest holiday sellers.

Loyal customers bring friends, neighbors and out-of-town guests. "We've become a destination," Ashworth said.

His dedication is not wasted on even the youngest of customers. "My favorite part was the taffy," said Colleen Napior, one of 14 Girl Scout Troop 855 graduates of Candy College last week.

"I never really knew how taffy was made or where it was from," said the 9-year-old Dale Mabry Elementary student. "I want to eat it so bad," she said of the candies she received and made during the hour session.

"My kid had a blast," summed up her mother, Allison. "What kid doesn't have fun in a candy store?"

gwilkens@tampatrib.com

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