Dazzle Candy has been a big player in the online shopping game for over six years, and they are now conquering the world of brick and mortar. This whimsical-chic boutique, situated on Packanack Lake in Wayne, has a little something for everyone. I stopped by to chat with owner Candice Laurita (yes, she is part of the infamous Laurita/Manzo clan), and of course do a little shopping (how could I resist!?).
Candice tells me she got her start over six years ago making handmade jewelry as a hobby, and eventually people started buying it. She opened up an online store, and it just took off from there. She began by selling beautiful beaded bracelets, and crystalized shoes (hence Dazzle, and Candy is her nickname). She eventually brought in clothing and other accessories, but soon realized she needed a brick and mortar location, after too many online customers started coming to her house to try on pieces. That’s when the mother of two decided to open up her first boutique in her hometown of Wayne, two and half years ago (her cousin Lauren Manzo’s new beauty salon Full Blown just moved in next door).
Dazzle Candy is essentially a mini department store that carries a stunning, and diverse range of clothing and accessories. You can find everything from cute dresses with cutouts, to fun rompers, and flowy maxi dresses. Candice also stocks a unique assortment of colorful, and playful jewelry, the most adorable children’s clothing, and tons of bohemian-inspired gifts, like chakra bath salts, wind chimes, and buddhas. She also carries her Aunt Caroline Manzo’s homemade bath bombs.
She tells me, “I don’t want anything here to be something you find in the mall. I try to find independent designers. I try to find the smaller brands, that have really different stuff, and I buy from them direct. I don’t carry any name brands.”
But you will have to act fast if you see something that has caught your eye. Candice says, “We get new stuff in everyday. That’s why we have small quantities. I don’t get a lot of it. I don’t like to look at the same thing all the time. If something is really popular I try to get it back. You gotta get it, while it’s here.”
The best part about shopping at Dazzle Candy, is that it is extremely affordable. Candice says, “I don’t want expensive stuff. The most expensive item in the store is only 52 dollars. I don’t like to have fancy stuff. I carry comfortable, cool, and affordable items.”
Having great customer service is what sets Dazzle Candy apart from the others. Candice, whose on a first name basis with all of her clients, tells me, “I’ve become friends with my customers. I talk to everybody. I don’t have prices on anything, and it’s not because everything is expensive, nothing is expensive. It’s not that kind of boutique. It’s because I’m talking to every single person that’s walking in here, there’s no need for them to look at a price tag.”
The vibes inside Dazzle Candy are extremely calming and relaxing, almost zen-like, so much so that Candice says customers don’t want to leave. She tells me, “This is my little happy space. This is my place. These posters on the wall are like a vision board. I have the beach, my kids, romance, the jungle, the desert. These are things that you want to surround yourself with, and I really wanted that to be the vibe.”
Dazzle Candy has a huge presence on social media (over 16k followers on Instagram!). Candice tells me she recently shut down her website, in favor of selling strictly on Facebook and Instagram, and she has a feeling in the next year it will drift into Snapchat. This one woman operation ships all over the country, and even international! She says they have a big following in the South, California, Canada, and even Australia.
Candice recently decided to get back to her roots by creating a bead bar in store, where customers can design their own pieces. She says, “We started off just making bracelets. I have thousands of beads. Three months ago people were coming in, asking me to make them bracelets like I used to. People are now coming in just for the bead bar. It’s good for gifts, it’s good for all ages, and you can customize it.”
Candice tells me she would love to open up a second location, and hopes to start focusing on that next summer. In the meantime you can visit her whimsical, bohemian-chic paradise at 40 Lake Drive West in Wayne. Trust me, budget some extra time, because you will get lost in this wonderland for hours. You can also shop online on Facebook and Instagram.