Food & Drink Awards 2020

Page 68 www.lux-review.com LUX 2020 Food & Drink Awards As a child, sweet shops were one of the most exciting times in many people’s lives. That feeling of walking into a world of vibrant colour, intoxicating aromas, and tongue-tingling sweet sensations was exhilarating. Today, everyone can have the joy of that same experience at SugarSin. Tucked away in London’s Covent Garden area, this exquisite artisan confectionary is exactly what we all need to forget about the year that has been 2020. Join us as we take a dive into the wonderful world of SugarSin to find out more. SugarSin Artisan Confectioners of the Year - Central London Sep20718 Brightening up even the most miserable of days, or years in this particular case, is the vibrant and wonderful sweet shop of SugarSin. Buried deep within London’s exclusive and luxurious Covent Garden, SugarSin is home to some of the most sweet, sumptuous, and stunning confections that the entirety of the city of London has to offer. Though the shop has undoubtedly helped more than a few people get through 2020, the shop’s story heralds back nine years to its first days in 2011. Way back when, SugarSin was co-founded by Swedish pair Anna Nilsson and Josefin Deckel. Over the years, the shop has changed hands, but the passion to deliver beautiful, nostalgic, innovative, and delicious sweets has remained the same. Today, the shop is in the trusted hands of upcoming entrepreneur Jiten Shah, who desperately wants to continue the excellent work put in place by those that brought the shop thus far. Finding a sweet shop with a vast wealth of sweets, run by a deeply passionate individual, and in the most perfect of locations is not an easy thing to do by any stretch of the imagination, but SugarSin certainly seems to tick every box. SugarSin has come a long way since its first days as a small and relatively unheard of sweet shop in London. Anna, Josefin, and now Jiten, have worked tirelessly to establish a spotless reputation for excellence at SugarSin, and the shop is reaping all the luxurious rewards. Having earned the respect of the stoutest of Londoners, and having captured the hearts of many tourists, SugarSin has now become a haven for sweet- lovers, chocolate addicts, and all those who enjoy the sweetest treats that life has to offer. Outside, the bright blue décor is just a glimpse of the wonder that awaits inside. Once inside, however, visitors are transported to the closest thing to Willy Wonka’s factory that most people will ever see. Bright and colourful pick’n’mix adorn the walls, with cocktail and fruit gummies spilling out across the shelves in almost every direction. Of course, no sweet shop would ever be complete without the addition of chocolate. A perennial favourite of so many sweet lovers, chocolate is available at SugarSin in every variation under the sun. Wrapped in brightly coloured packaging, every item in the shop is sure to bring a smile to even the most battle- hardened of people that have lived through 2020. Sourcing products of the highest quality from the best confectionary suppliers in the UK and Europe, SugarSin brings a unique collection of sweets and chocolate to the table. Far from being just another sweet shop, or another brand in the centre of London, SugarSin is a way of life that gives joy to those who visit it just as much as it does for those that run the shop itself. This ethos is what continues to bring people back time after time, for more sweets and luxury treats, and deliver outstanding taste every single time. Delivering the best sweets in the business means that SugarSin is not only a part of the industry, but gets to be a part of the decision-making process and the pioneering process for so many. With people being more aware of what is going into their body, SugarSin is constantly on the lookout for sugar-free alternatives, different flavours, and new recipes that can bring luxury treats to those that want to be careful with what they eat. Nevertheless, the beauty of SugarSin’s luxurious sweets lies in their ability to bring joy to even the gloomiest of years. Company: SugarSin Contact: Jiten Shah Website: https://sugarsin.co.uk/