In this premiere episode of South End Stoop Sessions, Cate Brinch sits down with Madeleine Brason, founder of Madeleine’s Candy Shop, to talk through the rapid growth of her South End storefront and the hands-on approach behind it. Madeleine shares how opening without a formal business plan led to unexpected demand, long lines, and a fast-moving learning curve.

The conversation explores how she curates candy from around the world, listens closely to customer feedback, and keeps the shop fresh through rotation and experimentation. Madeleine also breaks down launching as a solopreneur, bringing in family support, expanding into an ice cream window, and navigating permitting in Boston. Throughout the episode, she reflects on staying small by choice, building authentic relationships, and creating a neighborhood business rooted in joy, consistency, and community.

Key Points From This Episode:

(00:00:00) Intro

(00:00:42) Introduction to Madeleine Brason and the early buzz around Madeleine's Candy Shop

(00:02:00) Creating a business without a formal plan and resisting a single niche

(00:03:13) Sourcing candy globally and rotating inventory to keep offerings fresh

(00:04:16) Using customer suggestions to shape product selection

(00:05:18) Best-selling candies and how customer recommendations drive discovery

(00:06:06) The flat-price candy bag model and signature chopsticks

(00:07:27) Handling branding, packaging, and design independently using Canva

(00:07:57) Launching as a solopreneur and realizing the need for help

(00:09:08) Family support, rapid hiring, and scaling operations after opening

(00:10:25) Hosting events and collaborating with brands and organizations

(00:10:44) The Chelsea Park pop-up collaboration and managing large crowds

(00:12:31) Supporting sports teams, concerts, and corporate events

(00:13:39) Why brands reach out organically without outbound sales

(00:14:26) Seasonal demand differences between Halloween and Valentine's Day

(00:15:54) Adding an ice cream window after expanding into the neighboring space

(00:17:21) Navigating Boston permitting and learning on the fly

(00:17:56) Launching ice cream flavors and learning operations from scratch

(00:18:45) Designing a streamlined ice cream experience to avoid decision paralysis

(00:19:55) Requests, trends, and the rise of candy shops nationwide

(00:21:00) Choosing to stay small and remain deeply hands-on

(00:23:24) Starting the business at age 29 and taking action without waiting

(00:23:53) Why the South End was the only location that made sense

(00:26:28) Merch plans, embroidery details, and future gear

(00:26:58) Where to find Madeleine's Candy Shop and how to stay connected

Madeleine’s Candy Shop:

https://www.madeleinescandyshop.com/our-story

Find out more about South End Business Alliance:

⁠https://www.sebaboston.com/⁠

Follow South End Business Alliance on IG:

⁠https://www.instagram.com/southendbusiness⁠

Find out more about South End Local:

⁠https://www.southend-local.com/⁠

Follow South End Local on IG:

⁠https://www.instagram.com/southendlocal

Every block has a history. Every business has a heartbeat. South End Stoops brings you feel-good conversations with the people who make Boston's South End come alive bakery owners, entrepreneurs, artists and neighbors. No polish, no fluff, just real stories and honest conversation. Whether you’re a lifelong South Ender, new to the neighborhood, a visitor or a Bostonian who loves to shop and dine the South End, this is your invitation to listen in and join us out on the stoop.

Find out more about South End Business Alliance:

https://www.sebaboston.com/

Follow South End Business Alliance on IG:

https://www.instagram.com/southendbusiness

Find out more about South End Local:

https://www.southend-local.com/

Follow South End Local on IG:

https://www.instagram.com/southendlocal