Story and Photos By Christopher Holland • The Current Contributing Writer
Owning and operating a successful business in no easy feat, especially when transitioning from an expansive career and branching out on your own. But for one local entrepreneur with a vision, that became a reality when Jennifer Solt-Cerato opened Jenny’s Sweets and More at 114 S. First St. in Lehighton.
After spending years in the health care industry, both in private and corporate settings, Solt-Cerato had a passion to bring back nostalgic memories in her hometown, and give back to the community that she holds dear to her heart. After compiling an in-depth business plan and partnering with the local chamber, she was ready to make that transition and follow through with her endeavor.
Solt-Cerato, a 45-year-old Lehighton native, sat down with The Current for an exclusive Q&A feature where she shares her story and talks about the journey that got her to where she is today.
The Current: You recently opened Jenny’s Sweets and More. What made you get into the candy business and how long have you been doing it? Did you have prior experience before branching out on your own? If so, in what positions and where?
Jennifer Solt-Cerato: Jenny’s Doors opened on Sept. 23, 2018 and held a grand opening and ribbon cutting on Oct. 20. I have always held a desire to open a candy store or a Christmas store. After 27 years of private practice health care management, I found myself searching for what it is that I truly wished to do in life. Healthcare was transitioning from privately-owned to corporate-owned and I found myself displaced so, I secured an outsource position until I decided what it was that I needed to do to work and be happy. I had to question myself: what is it that made my heart sing as a health care manager? The answer was, the people. I enjoyed my staff, the patients and all of the folks who crossed my path, lives I was able to touch and lives that touched mine. That is what made my heart sing; the people. I still had no idea what it was that I was to do.
In 2013, I felt a calling to become a certified professional coach. My expertise is in relationship building with specialty in acceptance and transformation. I help folks who are experiencing unacceptance and wish to reconnect with loved ones or learn how to move forward, alone.
In 2016, I starting noticing what was happening in my hometown of Lehighton. The Christmas trees in the park placed a great impact on the Jenny’s reality. I noticed that there was something special happening in my hometown and I needed to capture it. Something told me to write a fictional story that takes place in Lehighton. I listened to my inner voice or Holy Spirit as it guided me to do so. “Searching for an Ocean” was written and turned into a trilogy titled: My Hometown, Lehighton; with the last book still to be created. I found a way to incorporate coaching as a beautiful compliment into my story and it was incredibly easy to write from my heart.
As I wrote “Searching for an Ocean,” I speak of the past, present and future of my hometown. I wrote about the penny candy stores which are no longer in our town and it hit my heart. As I wrote the words then read them again and again, something told me “this is what I need to do.” I need to open a candy store and take us back to what we had instead of always trying to create what we feel is best for the future, and I also needed to find a way to include my locals. I often speak of a catapult; when we try to move forward, sometimes, we need to pull back to give us the beast shot. Returning something that was so loved in my hometown was exactly what I felt I needed to do to give us the warmth we once felt.
It was also equally important to me to create a space where local crafters could showcase their art and crafts to the public. Our town hosts as a home to many, many talented folks who, I felt, needed a home to showcase their talent. My hope and dream was/is to become the “house” for our locals to show the world what they can do. My biggest dream is that someone visits my store, falls in love with a local crafters or artists work and signs them to a big contract!
I combined my years of operational experience running health care practices and my coaching knowledge to create a business plan of great detail. I obtained help from our local Chamber and Small Business Development Center to solidify all aspects then found the best location for my store. Now, with the support of my husband, son and family, I operate a candy store that functions as a home for my local crafters where I can help every adult feel like a child in a candy store and every child feel as if it’s Christmas.
The Current: Do you own the building in which your store is in? If it’s leased, for how long?
Jennifer Solt-Cerato: I do not own my store’s building. I lease it and currently hold a two-year lease.
The Current: Where does most of your clientele come from?
Jennifer Solt-Cerato: 80 percent of folks who have visited Jenny’s are local to our town. I expect this percentage to decrease when spring/summer arrives and tourism increases.
The Current: What are some of the signature candies/treats that you sell? Will you have a rotating assortment with different candies coming in regularly?
Jennifer Solt-Cerato: We currently have 540 penny, gummi and nostalgic candies on our shelves. We sell locally made, White Confections Homemade Candies and Ladybugz Homemade Fudge in our 10-foot candy case which holds 52 selections plus! We also sell Polish Water ice year-round from, Moxie and Big Ben’s soda, edible cookie dough, cotton candy and other treats. We also have some new treats to introduce into our store but do not wish to uncover that secret just yet!
We entertain requests for candy so if a customer does not find what they are seeking, we will try to find it for them and stock it on our shelves. Our inventory does change with the holidays and seasons.
The Current: Where are the sources from where the candies come from? Do you use local food distributors?
Jennifer Solt-Cerato: I drive over an hour to obtain my candy, then package and price it. It is very important to me that I keep the candy as low priced as possible so all of my local folks can feel included and able to purchase a loved favorite. Inclusion is most important as well as supporting our locals.
The Current: How many employees do you have? Do you expect to bring more people on staff in the future?
Jennifer Solt-Cerato: Currently, Jenny’s employs five part-time folks. As needs arise to employ a greater number of staff, we will do so. As summer approaches, this hopefully will become a reality. This store has a personality and culture which needs to be delivered to each and every person who enters our door. I am the face and voice of Jenny’s and work at the store every day. It’s most important to me to be at the store to greet and welcome customers.
The Current: What are the business hours? How would you describe the atmosphere at the store?
Jennifer Solt-Cerato: Our current winter hours are: Monday closed, Tuesday 11-7, Wednesday 11-7, Thursday 12-7, Friday 11-7, Saturday 11-6, Sunday closed. The atmosphere is nostalgic. It’s warm, friendly, with a scent of candy filling the air and complimenting music playing. It’s a store where a smile arrives on each face and there is no concern, question or request that is of greater importance than another. Folks can sit at our table in the show window to enjoy a treat or watch the shoppers as they look for and find their loved memory or a new-found love. No one is rushed to leave and all are accepted.
The Current: What are you most excited about how having opened the candy store in downtown Lehighton?
Jennifer Solt-Cerato: I am most excited to be able to create the home and atmosphere that make folks happy. To see the look on faces or hear their voice as they see a loved memory is beyond words.
I refer to our town as “Mayberry” and to me, that’s what we are. Mayberry is a fictional town from a television show, but it is what I see Lehighton to be. It’s a town where folks are greeted with a “hello,” “how are you?” and “have a good day” and “see you soon.” It’s a slower-paced town that is full of love with a nostalgic atmosphere. We are a family-oriented town with stores on our main street that compliment just that. A nostalgic penny candy store just seems to fit who we are and where we are.
The Current: Is there anything specific that you’d like to mention about your business?
Jennifer Solt-Cerato: Jenny’s promotes and supports locals. We hold a vendor spotlight day every 2-3 weeks where folks can visit, meet with the vendor of the art or craft, ask questions, find out what inspired them and learn something new. I hold no talent of my own but if I can create the “house” where it can all be brought together, it’s what I need and truly wish to do.
The Current: How has business been since first opening? Do you expect certain times of the year to be busier than others?
Jennifer Solt-Cerato: Jenny’s has been very busy since opening! We feel that we may experience a slow down during the winter but an increase as spring/summer approaches. Folks have traveled from Bethlehem, Tamaqua and other surrounding towns to visit Jenny’s. We are so blessed.
The Current: What initiatives do you implement to market your business and attract customers?
Jennifer Solt-Cerato: We announce all new candy and crafts to our store by means of Facebook. Following Jenny’s is the way to find out what is new. We have partnered with Family Promise this holiday season to help the homeless and have started contests. Our first contest is: Tell us what’s in Your Hometown, Lehighton has warmed your heart. The deadline to enter is December 15 with the winner to be announced December 22.
The Current: Do you own any other businesses? And, is the candy shop a solo endeavor?
Jennifer Solt-Cerato: I own my coaching business, Bridging Harmony, but is has taken a back seat to Jenny’s. Perhaps Jenny’s was the goal I was to discover. It’s a place where I can incorporate all of my training and knowledge.
Add Comment