Meet The Queen of... Candy π¬βπβπ«
Dylan's Candy Bar is celebrating a major milestone β 20 years in business!
Sheβs been on the cover of Forbes.
Sheβs won the candy equivalent of an Oscar.
Thereβs even a Dylan Lauren Barbie doll.
Dylan Lauren, Founder and CEO of Dylanβs Candy Bar, has reached many milestones.
Including 20 years in business.
Dylan Lauren and Alina Cho for CBS Sunday Morning, Feb 2019, Photo Credit: Alina Cho
Iβve known Dylan for years. Profiled her for CBS Sunday Morning.
And β pardon the pun β sheβs as sweet as she looks.
We chatted recently about her platinum anniversary, her favorite candy (hint, hint, itβs red) and the next 20 years.
Also, what did her famous dad β Ralph Lauren β teach her about running a business?
But we start at the beginningβ¦ the idea for Dylanβs Candy Bar, you could say, started when she was six years old.
WILLY WONKA AND THE CHOCOLATE FACTORY
ALINA CHO: I want you to take me back to the beginning. It was your sixth birthday party, you had a party, your parents decided to play Willy Wonka and the Chocolate Factory, and you were mesmerized.
DYLAN LAUREN: Yeah. So, I think after watching that movie about 4,000 times, and I still watch it.
ALINA CHO: You still watch it.
DYLAN LAUREN: Yeah, love it. But I wanted to create a store that mimicked that set design.
Willy Wonka and the Chocolate Factory, Photo Credit: Cinespia
There are products [inspired by the] movie, like giant gummy bears and a giant golden goose egg. When people say, "Oh my God, that reminds me of Willy Wonka." I'm like, "Oh, good."
ALINA CHO: "That's the idea." But what was your original vision? Because I feel like when you opened 20 years ago there really wasn't anything like this.
DYLAN LAUREN: Yeah. I think what I was trying do is bring a clean and modern spin to candy stores or supermarkets that had candy.
Dylan's Candy Bar, Honolulu, HI
Make it hip and then adding sort-of the art component, in that the fixtures were very bright and shiny and looked like pop art, like Jeff Koons.
But also having products β whether we made them at Dylan's Candy Bar or curated from all different companies β they were out there, but they were never merchandised together in an adult way.
PIVOTING (MORE THAN YOU THINK) DURING COVID
ALINA CHO: How did you pivot during COVID? Because every business had to pivot.
DYLAN LAUREN: With COVID-19, in the food and beverage category β even more so in candy β we had to pivot greatly in terms of customers who want to pick and mix bulk candy, which is a big part of our business.
ALINA CHO: Of course.
DYLAN LAUREN: We have [more than] 500 different candies to choose from. We had to start pre-bagging it so that customers wouldn't touch individual pieces. Because at that point we thought you could get COVID from touching.
ALINA CHO: What about now?
DYLAN LAUREN: So, we're returning to bulk candy and loose bulk. People really like customization.
ALINA CHO: What about physical stores? Are you still planning on opening more?
DYLAN LAUREN: Yes. We have some key stores we opened in Hawaii, in Honolulu. We have a store in Hudson Yards [in Manhattan].
Dylan's Candy Bar, New York, NY
ALINA CHO: You [recently] moved out of your New York flagship.
DYLAN LAUREN: Yes, we moved out of our New York flagship store, and it really was more so because after 20 years I want to have a fresh space. Our lease was coming up and it was kind ofβ¦
ALINA CHO: ... time.
DYLAN LAUREN: Perfect time. Iβm going to hopefully find a new flagship in New York.
ALINA CHO: Great.
DYLAN LAUREN: A lot of what we want to do is big wow gifts and becoming more of a real gifting destination. For birthdays and birthday parties and Bar Mitzvahs, weddings, baby showers, Christmas, Easter, Halloween. We have a lot of high-end luxury gifts that we started developing, even more so with our 20th anniversary.
WHAT HER DAD, RALPH LAUREN, TAUGHT HER ABOUT BUSINESS
ALINA CHO: I know [your dad, Ralph Lauren] inspires you and he's also taught you a lot.
Left to right, Ralph Lauren, Dylan Lauren, Ricky Lauren, Dylan's Candy Bar Sweet 16 Party, Oct 17, 2017, Photo Credit: Getty Images
So, what were the most important lessons he taught you about running your own business?
DYLAN LAUREN: I think one is just having a good team around you that can be strong in areas that you may not be. But also liking the people you work with. Thatβs a big thing. Heβs had people in his company for [more than] 40 years.
ALINA CHO: Very loyal.
DYLAN LAUREN: And Iβve had people who have been with me 14, 15 years from when I started. But the other thing is also just following your gut.
ALINA CHO: For sure.
DYLAN LAUREN: I'm feeling good that lately I've been very vocal. If I don't feel like a product came out right, I'm just not going to sell it. Like, "I don't like it, it's not going to sell, it doesn't sit well with me."
ALINA CHO: That's so interesting.
DYLAN LAUREN: Or even if you have people who work with you and they're like, "Oh, this is so great." If it doesn't strike a chord in you, just listen to that.
ALINA CHO: So true.
DYLAN LAUREN: Right now, there's a lot of companies who have taken inspiration from Dylan's Candy Bar, which is flattering, but thereβs competitors now. When we opened, we were the first. So, [my dad has] always pioneered new ideas, innovative thinking and says, βDon't worry about the competition.β
ALINA CHO: Well, I think your dad always taught you, right, if you're looking around at the competition, you take your eye off the ball and your own business.
DYLAN LAUREN: No, it's true. I think of it as running a race. If you look to the right or left, you could fall, you're going to slow down.
SO, WHAT ABOUT THE NEXT 20 YEARS?
ALINA CHO: Youβve been on the cover of Forbes, you've won the equivalent of the candy Oscar, you even have a Dylan Lauren Barbie doll. Whatβs next?
DYLAN LAUREN: Right now, a big focus has been building the infrastructure of my team for the next 20 years. Just making sure that I have the right people in the right positions. During COVID, we couldn't do parties and events, so we put some people on buying and found that they're actually very good at buying.
ALINA CHO: Oh, interesting.
DYLAN LAUREN: Then also, having personal shoppers who are more out front, showing our products to people. Because there's a lot of people who plan virtual events as well as events in their homes. We have candy buffets and candy centerpieces, just a lot of things customers want for their parties to make it extra special. So, building the personal shopping business, building e-commerce, and then trying to create more creative stores.
WHAT IS IT ABOUT CANDY?
Instagram: @dylanscandybar
ALINA CHO: Finally, what is it about candy?
DYLAN LAUREN: I think it's a few things. I think that it's the first treat you can maybe afford with an allowance when you're younger.
ALINA CHO: True.
DYLAN LAUREN: The colors to me are very bright and happy and cheerful.
ALINA CHO: Yes.
DYLAN LAUREN: And it tastes good. I don't even like regular food. I like candy.
ALINA CHO: You do still eat at least one piece of candy a day?
DYLAN LAUREN: Well, the problem right now, our e-commerce has grown a lot for us during the pandemic. So, it's been a blessing and a curse with e-com because I'm hosting the photo shoots and styling a lot of them in my apartment.
ALINA CHO: That's so funny.
DYLAN LAUREN: Because the photographer's studio, they had to move.
ALINA CHO: So, you're surrounded by candy.
DYLAN LAUREN: I have Easter now; I have Motherβs Day candy. We're doing this whole big birthday collection with giant birthday cake topiaries that I kind-of want to take apart and eat.
ALINA CHO: That's hilarious. Whatβs your favorite candy?
DYLAN LAUREN: I'm more of a red gummy person.
ALINA CHO: Me, too!
DYLAN LAUREN: Yeah, I know, that's right you are!
ALINA CHO: Australian red licorice. And anything sour!
DYLAN LAUREN: So, that's a big thing for me that's the problem. It's all around me, like red gummies, red sour lips. Those are my things.
ALINA CHO: And does your family share your love of candy?
DYLAN LAUREN: They are very particular. My mom loves her dark chocolate, the less milk in it, the better. And my dad, he like butter crunch. Heβs always like, "Is it in? Is it in?"
Instagram: @dylanscandybar
And he loves our ice cream.