Beverly woman turns sweet idea into a business

By Mike Stucka
Staff Writer

July 07, 2009 05:00 am

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BEVERLY — Jean Sword thinks she's found a sweet spot in a sour economy.

With a new focus for her business — fudge-based, customized concoctions called Sweetie Pies — Sword is hoping to move her mail-order business, Sweet Deliveries, into entirely new markets. Demand for such high-end confections remains strong — even in her house.

"I love candy, so that's my downfall," joked Sword, who was still waiting on the final packaging for Sweetie Pies. Most of the treats come with a snarky name or slogan, such as "Nutty Buddy Pie: Your new BFF!" The "All Mixed Up!" pie is popular with children, in part because of the Skittles and Nerds on top.

She spoke with The Salem News in her kitchen, which is now licensed as a cooking, wholesale and retail outlet. She's selling Sweetie Pies at Henry's of North Beverly, Bruni's Market in Ipswich and Crosby's markets. Her Web site is www.sweetdeliveries.biz. She expects the pies could be sold at fundraisers for less than $10.

How did you get started in catering?

"I was a corporate person for many years, and 14 years ago I had my first son. We got involved in mother's groups. I always brought the desserts. They always said, "This is so good, you should sell these."

What makes Sweetie Pies different?

It's a fudge base, and I have fun with toppings and came up with a tag line for each. My initial feeling was to go around to high-end specialty shops like Henry's. But then I thought I can change the toppings, so for a fundraiser I did the Beverly Panthers, with black and orange toppings, and sold them. That's the thing is they're all customized.

What did your year of market research teach you?

I had a Sweetie Pie in my oven to see what temperature it melts at, if someone has it in their store window. Henry's said, "We're looking for a good penuche fudge." I'm looking for seasonal flavors, pumpkin cheesecake.

What other markets do you see?

PTOs, booster groups, any kind of souvenir shop — those'll be ideal. ... On a fundraiser, my guess is a kid walks around with four flavors, they'll easily sell 10 of each of those.

Where will this end?

I'm going to be hugely rich (she chuckles). My goal is to put my two kids through St. John's Prep, that would be fine. I'd like to land some of the big accounts like L.L. Bean.