The definition of irony is something that seems contrary to what one expects and is often amusing as a result. Annette Colasuonno’s career trajectory is a prime example of irony. She is a former dental assistant turned candy store owner.
“They actually thought it was funny,” said Colasuonno, owner of the Lil’ Chocolate Shoppe in Pleasantville, in reference to how her former co-workers reacted to her decision to buy a candy store.
Colasuonno bought the store in 1986, when she says there was a candy store in nearly every town. However, those stores began to close down one by one. Colasuonno says having her store located in Pleasantville is one of the many reasons why it has stuck around.
“What makes this village unique is the fact it’s a walking town with a lot of tourists. There’s not many buses in town. [People] all walk,” she said.
In addition to people walking around and noticing stores rather than simply driving past them, Colasuonno also believes there is another reason her store has survived after 31 years: The Food Network.
“If the Food Network did not come on TV, I think you would’ve had more over-the-counter candy [sales]. With the Food Network, it’s made stores like mine more popular.”
Pleasantville being a “walking town” and the Food Network aside, it has not all been external factors that has contributed to Lil’ Chocolate Shoppe’s longevity. Colasuonno’s business savvy has helped her adapt with the times.
“A lot of people overspend and overbuy. I’m very conservative about that,” Colasuonno said. “I always try to come up with something myself.”
New candy coming to Lil’ Chocolate Shoppe include plenty of vegan candy, which Colasuonno says is an attempt to adjust with the movement towards veganism.
“Everything has to be vegan or organic nowadays. So we’re having a new truffle that has no dairy… it’s just vegan.”
Colasuonno also provided advice for anyone in Pleasantville contemplating opening or buying a small business.
“Be sure that’s what you want to do,” she said. “When I first opened my store in 1986, the umbrella [insurance] policy for the store was only a couple hundred dollars for everything. And now it’s nearly $3,000 in this area. It’s very hard. So, make sure you have a real plan.”