Walking down Madison’s State Street can be like a trip to another world. It’s a totally unique and undefinable mix of shops and restaurants frequented by local college students. Despite feeling like you could make it around the world just by eating your way down the blocks, State Street didn’t used to feel like it could totally whisk you away to a whole new dimension. But at IT’SUGAR, just stepping through the doors feels like a trip to the most fantastic candy fairy tale. If Willy Wonka had a shop in Madison today, no doubt it would look a lot like this.
IT'SUGAR is wonderful world of sweets where you can find pretty much any candy you can imagine, but also all kinds of cute gifts and fun items to brighten up your day. You never knew you needed a notebook shaped like ramen until you stopped here.
I'm not sure you're even allowed to be in a bad mood here. There's happiness bursting from every shelf in a cacophony of color and fun. As they like to say, no one regifts candy. No matter the reason or holiday, these folks have just the stuff you need to make someone's day a bit sweeter.
You've probably never had a gummy bear bigger than your head, but they've got that here for you, along with a wide variety of gummies to satisfy all your cravings.
If you're feeling nostalgic or craving old-school flavors from your childhood, they've got a whole section of candy you can't find on mainstream shelves anymore to let you access your inner child.
You can create all kinds of amazing gifts here, for those traditional candy holidays like Valentine's, but also for any occasion you can possibly think of. The loved ones in your life will adore you for sharing the sweet bounty of this spot with them.
You'll have a difficult time sticking to a budget in here. As you wander through you'll find more and more things to satisfy your sweet tooth and give you new cravings.
IT'SUGAR is literally your very only Wonka-esque playland and you'll love exploring all the shelves to find a new favorite candy or the perfect gift. It's the perfect spot to spend a few minutes and you'll find it impossible to leave here without a smile on your face.
IT'SUGAR is the perfect addition to the Madison landscape and kids of all ages will find their imaginations running wild as they pick out some treats and act like a kid again.
It’Sugar Madison is located at 542 State St., Madison, WI 53703. Learn more about this fairy tale spot on their website or by checking out their Facebook page.
