When the owner of Can-D Shop envisioned opening a nostalgic candy store in the heart of Milwaukee, Wisconsin, the dream was simple — bring joy, bring color, and bring people back to childhood.
What he needed was the right partner to help bring those walls to life.
That’s where Rosseto came in.
A Business Built on Experience
We sat down with Darnell Williams, the founder of Can-D Shop, to hear his story in his own words.
How did Can-D Shop get its start? What is your background?
“Can-D Shop started from two things, my love for candy and my passion for building something of my own here in Milwaukee. I’ve always thought like an entrepreneur. My background is property management. I’ve managed teams, worked with vendors, and handled operations. I also grew up loving the nostalgia of walking into small candy stores so why not do it myself!
After moving downtown and spending more time at 3rd Street Market Hall, I realized Milwaukee didn’t have a place where you could get old-school candy by the pound, locally made Wisconsin chocolates, and playful sweets that bring people back to childhood. I saw a gap, and more importantly, an opportunity to create something fun, familiar, and rooted in the community. That vision became Can-D Shop.”
How long have you been in business? Have you faced any major challenges with growing your business or any triumph stories?
“We’re still a young business, and like most startups, the journey has come with both challenges and big wins. One of the biggest challenges was simply building everything from the ground up, designing the space, creating the brand, sourcing products, and introducing a completely new candy concept into downtown Milwaukee.
But the triumphs have been incredible. We’ve quickly become a popular stop inside 3rd Street Market Hall, and the reaction to our design has been one of the highlights. People constantly stop to take pictures of the shop, the colors, the stripes, the jars, the whole experience. Seeing people photograph the space and share it with others has been a huge validation of the vision.
On top of that, we’ve built strong partnerships with local chocolatiers, organizations, and corporate clients. Hearing customers say, ‘Milwaukee needed this,’ or watching someone smile the moment they step inside reminds me why I started.”
What is Can-D Shop, and why did you feel it would be a good fit in Milwaukee?
“Can-D Shop is a nostalgic, candy-by-the-pound experience that blends old-school favorites, Wisconsin-made chocolates, and modern, playful branding. We offer everything from classic gummies and hard candy to premium local truffles, custom mixes, gift boxes, and event or corporate candy arrangements.
There wasn’t anything downtown that combined nostalgia, local sourcing, and a fun, visually engaging candy experience. I wanted to bring something fresh to the city, something that made people stop, smile, and feel like a kid again. Milwaukee has the perfect mix of families, tourists, office workers, and event traffic for a shop like ours, and the response has already shown that this community was ready for it. I felt it would be a great fit in Milwaukee because this city truly embraces local businesses with personality. Milwaukee loves supporting concepts that are creative, community driven, and rooted in authenticity and that’s exactly what Can-D Shop is.”
What’s the mission behind Can-D Shop?
“Candy & Sweet Experience! A playful, nostalgic, and modern take on the classic candy store. It starts the moment people walk by. The bright colors, the signature stripes, and the display of jars and chocolates make people stop, smile, and even take photos before they come in.”
What is it like being a small business in Milwaukee?
“Being a small business in Milwaukee is both challenging and incredibly rewarding. This city really shows up for local entrepreneurs; people want to support you, try your product, share your story, and help you grow. There’s a strong sense of community here, and that support makes a huge difference when you’re building something from scratch.
As a Black-owned business, it means a lot to create something in the heart of the city that reflects creativity, quality, and ownership. Representation matters, and I’m proud that Can-D Shop can be part of that.
WWBIC, my lender, has been incredibly helpful in offering guidance and resources as I got the business off the ground. 3rd Street Market Hall has been a huge part of our success. Their team has been supportive, welcoming, and invested in seeing us grow. Being part of that environment has made the journey easier and much more rewarding.”
How has Can-D Shop grown since opening?
“One of the biggest moves for us has been expanding into American Family Field. That was a huge moment. Going from our original spot inside 3rd Street Market Hall to being inside a stadium with thousands of people every game completely changes the scale. It’s a different energy, faster pace, and a whole new type of customer — but that’s what made it exciting.
We had to adjust how we do things for the stadium. It’s still the same Can-D Shop feel — fun, nostalgic, build-your-own candy — but set up to move quicker with things like gravity candy, pre-packed options, and grab-and-go setups.
What’s been really cool is being part of the overall stadium experience. You’ve got people coming in for a game, and now they’re also grabbing candy, trying something new, or just stopping because the setup catches their eye.
For me, it’s bigger than just opening a second location. It showed that Can-D Shop isn’t just a one-spot concept — it can grow, adapt, and work in high-traffic environments like a stadium.”
What do you like about being in Milwaukee?
“You mean Smallwaukee? That’s honestly one of the things I love most — it’s a city where everyone feels connected, but it still has the energy and creativity of a bigger market. People here genuinely support local businesses. They show up, they tell their friends, and they share your story without you even asking. Milwaukee is the perfect place for a concept like Can-D Shop to start because the community embraces new ideas, but they also appreciate nostalgia and local flavor. It feels like home, and it feels like the right place to grow a business.”
What was it like bringing your space to life in the 3rd Street Market Hall?
“Bringing our space to life at 3rd Street Market Hall was an incredible experience. We started with a completely blank slate and transformed it into a bright, playful, candy-filled environment that people instantly connect with. Every detail, from the purple-and-white stripes to the jar displays, signage, labels, and custom packaging, was intentionally designed to create a fun and nostalgic feel.
One of the most rewarding parts has been watching how people react to the space. Before they even step inside, they stop to take photos of the design, the colors, and the overall vibe. That was exactly the goal — to create something visually memorable that brings people joy before they even taste the candy.
3rd Street Market Hall itself made the process even better. Their team has been incredibly supportive, and the energy of the hall pushed us to build a space that matched that creativity and excitement. Being surrounded by other local businesses also helped shape the environment and gave us a community to grow with.”
What’s your favorite part about what you’re doing?
“My favorite part is seeing the joy it brings people. Watching someone walk in and immediately smile, or hearing adults say, ‘I haven’t seen this candy in years,’ reminds me why I created this store. It’s not just selling candy, it’s creating an experience that makes people feel good.”
What can people expect when going to Can-D Shop?
“People can expect a fun, colorful, nostalgic candy experience the moment they walk up. The design, the energy, and the bright visuals pull you in and inside, there’s something for everyone. Whether you’re visiting with your family, grabbing a treat during work, or building a gift for someone, you’ll leave with something sweet and a smile.”
In His Own Words: The Bigger Picture
Perhaps nothing captures Darnell’s journey better than this reflection he shared recently:
“Seeing Can-D Shop come to life in a space like an MLB stadium as our second location is something I don’t take lightly. I’m incredibly grateful for the opportunity, the support, and the journey that got me here. To everyone who believed in me, supported me, and showed up along the way, thank you. Your encouragement, advice, and trust helped turn an idea into something real.
Life changes, things don’t always go as planned, and setbacks are part of the journey, but they make you stronger, sharper, and more prepared for moments like this. Entrepreneurship is the same way; it’s not a straight line, it’s a mix of wins, adjustments, and growth. Every part of that process matters.
This is just the beginning. Excited for what’s ahead.”
The Rosseto Angle: Designing a Space That Stops People in Their Tracks
Behind the visual magic of Can-D Shop is a practical decision that made all the difference — choosing Rosseto dispensers.
By covering their walls with Rosseto’s candy dispensers, Can-D Shop was able to create something truly immersive. Every inch of space became part of the experience. Customers don’t just shop — they explore, they discover, they photograph. The dispensers gave the store its signature look: walls of color, texture, and variety that pull people in from across the room.
And when Can-D Shop made the leap to American Family Field, those same Rosseto dispensers — built for high-volume, high-energy environments — made the transition seamless. Gravity candy displays, grab-and-go setups, and efficient self-serve options meant Can-D Shop could serve thousands of fans per game without losing the fun, nostalgic feel that made them famous in the first place.
This is what Rosseto’s commitment to small business owners looks like in practice. Not just a product sale — a partnership. We understand that for an entrepreneur like Darnell, every design choice carries weight. We bring the expertise, the product, and the follow-through to help candy store owners make the most of every square foot.
Can-D Shop is planning four new locations over the next four to five years. Rosseto will be right there with them.
Want to design a candy experience like Can-D Shop? Visit www.rosseto.com or reach out to Brian Halap at brianh@rosseto.com — we’d love to help you build something people can’t stop photographing.
