Jeff Rubin, the CEO and founder of IT'SUGAR - candy and gift retailer with over 80 locations nationwide.
Valentine's Day product this year.
IT'SUGAR Twitter , Instagram
Yummy, yummy, in my tummy!
It's almost Valentine's Day so... what's a girl gotta do to get the CEO and Founder of IT'SUGAR, Jeff Rubin, and his wife, Allison, to send my three hatchlings some candy? (cough) Chocolate! (bigger cough) Nerds!
As for me, (are you listening, Jeff and Allison?) - I'd like the Perfect Man Jack! He is sweet, tempting and rich sporting just a pair of red heart boxers to show off his flawlessly chiseled body. Guys and dolls - you must gnaw on Jack.
My daughter and I visited one of Jeff Rubin's establishments in NYC. This guy is super creative and knows how to keep his customers coming back for more. So I was like, "Dude, I have to interview you so I can understand how you've built such an empire!" And then I was like, "Dude!" with nothing else to say after it because I was stuffing my face with sugar things.
So Jeff ...
You graduated from the University of Michigan with a degree in economics and received your MBA from the University of Miami. During school, did you know that sweets was the field you were going to capitalize on?
I didn't always know I would end up in the candy business, but I definitely knew I wanted to be in retail. It all started when I sold bubble gum during recess in 6th grade. From early on I discovered that candy was the thing that could fulfill my retail craving.
Which holiday is THE biggest candy day of the year for YOU? Why?
The Saturday before Christmas is our biggest day of the year. I attribute that to being a unique gifting destination. Candy is always better than a honey baked ham or a gift basket filled with cheese and crackers.
How did you choose the factory that manufactures your products? What was involved with the factory-finding process in 2006?
As retailers, we buy products from manufacturers with factories all over the world.
Tell us about your family.
I was first exposed to retail by my father, who had a chain of toy stores. He later traded in the toys for candy and that's when I first realized that candy was my dream product.
My wife Allison founded IT'SUGAR with me. We work together managing all facets of the brand. I also have twin sons who decided not to go into the candy business. It might have had something to do having a father who made them finish their candy before their fruits and veggies.
Who came up with your logo and company name?
I knew I wanted the word "sugar" in the name. I had just completed a partnership with Dylan Lauren called "candy bar" and previously worked on "FAO Schweetz" with FAO Schwartz. I didn't want to use candy or sweets so I chose sugar. It's bold and I wanted the brand to be unapologetic. I didn't want to hide from what I was selling: sugar. Overall, choosing the name was a collaborative effort. Growing up in the toy business, I was always inspired by the TOYS R US logo and how they changed the word ARE to a single letter R. When it came to IT'SUGAR, combining the two generic words to create a single, unique word and brand was the real breakthrough.
Now I just happen to have been in Dylan's Candy Bar in NYC, which you co-found with Dylan Lauren in 2001. How were you introduced to Dylan Lauren and what events happened to bring you both to the point of starting Dylan's Candy Bar?
I had spent the previous five years creating and running FAO Schweetz for FAO Schwartz. Dylan and I were introduced by a mutual friend and we hit off immediately. We both felt that we could partner to create the next big thing in candy retail. We quickly formed a 50/50 partnership and 15 months later, we opened Dylan's Candy Bar in October of 2001.
What's the most important part of your business day? What are your daily functions as CEO?
The most important part of my day is the ideation sessions that give way to product development. We come up with really innovative, fun, and unique candy concepts that, at the end of the day, are what will always differentiate us from other candy stores. As a CEO, an important daily task of mine is to make sure everyone has a clear vision of their role in our company's success.
Jeff Rubin.
Any favorite movies / TV shows / authors?
My two favorite books are Inside the Dream: The Personal Story of Walt Disney and, of course, Charlie and the Chocolate Factory by Roald Dahl.
What should consumers be aware of before making a decision on which IT'SUGAR candy to buy?
We have an unparalleled selection of fresh bulk candy to create endless, custom combinations. The really fun thing about IT'SUGAR is that customers can choose from all of it to make their own assortment. We have something for everyone, whether it's chocolate covered gummy bears or Jelly Belly jelly beans (gluten free, peanut free, dairy free, vegetarian and kosher!)
What's the proudest moment of IT'SUGAR?
My proudest moments are when I see ideas come to fruition like when I developed Sugarpova with Maria Sharapova. Or, as a child I watched Saturday Night Live's Colon Blow and Schweddy Balls skits. In 2014, we brought those products to life with our 40th Anniversary SNL line.
Anything else you'd like to say?
IT'SUGAR was put on this earth for two reasons: to satisfy your sweet tooth and to provide gifts for anyone who needs a laugh. Every time I walk into our store, everyone is laughing; everybody has a smile on their face. Creating an environment that fosters that is the greatest feeling ever. I make people laugh and smile, what could be better than that?