First look: Sweet Noshings opens a second location in East Memphis
Things just got a lot sweeter in East Memphis.
Walk in the front door of the new Sweet Noshings at 541 Perkins Ext. and you enter a sweets paradise. It's the second location for the candy store that started in Overton Square.
Rows and rows of candies and sweet treats line the shelves of this new 5,000-square-foot candy emporium that opened Dec. 13. Whether you like sugary sweets, sour candies or chocolates, there are fun and tasty treats for every type of sweet tooth.
A candy lover’s dream
The selection at the new Sweet Noshings is almost overwhelming. Take a moment to wander through the store to find all the sweet (and unique) offerings. You'll find yourself smiling as you discover both nostalgic and new candies to bring home.
More than 400 flavors of bulk candies, chocolates and gummies are displayed in glass jars on a winding counter that runs through the center of store. Guests can serve themselves, picking all their favorite treats.
Memphis restaurants:Jennifer Chandler shares her five favorite bites of 2022
The Lobbyist:Team behind P.O. Press to open new restaurant in Downtown Memphis
A “Rainbow” display case features colorful jelly bellies, sour candies, gum balls and candy fruit slices.
Guests can create their own “pucker powder art" from the bulk pucker powder dispenser.
About 20 flavors of fudge and 20 types of truffles are offered.
If you prefer ice cream, head to the back of the store for the ice cream bar.
There are 40 different ice cream flavors; each is made fresh in the store. Like at the original Sweet Noshings, the owners have several alcohol-infused flavors to entice the taste-buds of adult guests.
Waffle cones will be made fresh daily, as well as brownies for sundaes. A “flight” of smaller scoops of ice creams will be available for those who can’t narrow the choice down to just one or two flavors.
Flavored popcorns are also made in the shop. Expect offerings like the “Memphis” flavor that is a combination of caramel and barbecue popcorns.
30 flavors of French macarons will also be offered, shipped in fresh from the owners’ favorite macaron bakery in Atlanta.
The shop also includes a huge wall display of retro and weird soda flavors. Some of the most “interesting” flavors include Bacon Chocolate and Buffalo Wing Soda. There is even a Harry Potter Butter Beer.
The candy store Memphis was missing
Owners Zahra Umlani and Alsadiq Hudda wanted to bring to Memphis a fancy candy store like ones they had seen in larger cities like Orlando and New York.
“We travel a lot and would go into a large candy store and ask why we didn’t have something like this at home for our kids,” Hudda said.
Umlani and Hudda have transformed the former Catherine’s clothing store into a bright and cheery shop full of whimsy and sweet treats.
The seating area in the front of the store includes an ice cream sundae swing, tables with gumball stands and hot pink “melting ice cream” benches.
East Memphis:Brookhaven Pub & Grill: 20 years of sports, music and fun
New Memphis restaurants:Cocozza brings 'the red sauce joint of your dreams' to Harbor Town
Throughout the store are “Instagrammable” spots like neon angel wings and a lighted infinity mirror.
Be sure to look up. Memphis graffiti artist Brandon “Nosey” Marshall has painted a mural of the sky across the ceiling that includes the Memphis skyline and his iconic I Love Memphis sign.
And just trust us when we say, check out the restrooms. The owners have created an experience where you step from the bright, light-filled candy shop, into a space that feels like a midnight starry sky.
In addition to a Harry Potter memorabilia section, there are collectible items and unique toys (including Transformer cars and a 55-inch-tall stuffed animal sloth) offered throughout the store.
Umlani and Hudda bought the original Sweet Noshings in Overton Square about 4⅟₂ years ago. Since 2013, it has been a popular destination for kids of all ages. The original (and smaller) location will remain open.
The owners said it was important to create a happy place for Memphians to shop and gather.
The shop will be open daily from 11 a.m.-9 p.m.
Jennifer Chandler is the Food & Dining reporter at The Commercial Appeal. She can be reached at jennifer.chandler@commercialappeal.com and you can follow her on Twitter and Instagram at @cookwjennifer.
Sweet Noshings
Where: 541 Perkins Ext.
Hours: 11 a.m.-9 p.m. daily
Online: sweetnoshings901.com
This article originally appeared on Memphis Commercial Appeal: Candy shop Sweet Noshings opens East Memphis location
