Sugar sensation: A sweet shop with character

Stockholm – The techniques used by Swedish confectioners in the 30s and 40s have been brought back to life at Pärlans, a Revivalist sweet shop.

The Stockholm confectionery store produces chocolates and caramel sweets using World War II-era recipes, and sells them in simple brown wrapping paper and boxes.

It is the characters who work in the shop, however, that evoke a true sense of nostalgic authenticity.

‘We all came from swing dancing,’ says Leyli, an employee at Pärlans. ‘We all knew about jazz and 30s and 40s fashion, and many of us are into quality rather than quantity.’

By embodying the era from which the recipes come, Pärlans staff will make customers feel like they are experiencing real retro confectionery.

Creating characters is a great way for brands to engage with consumers. To find out more, read our Personality Brands microtrend.