My Biz: Simply Divine candy shop owner laughs every day

CEDAR RAPIDS — Melanie 'Pete' Primasing spent a good portion of her working years in an office environment.

But in 2004, she decided to embark on an entrepreneurial journey, and she knew she wanted to do something she would find highly enjoyable day in and day out.

That quest led her to open Simply Divine, a candy shop on the corner of Third Avenue and Second Street in downtown Cedar Rapids, in the space that was formerly home to the Fannie Farmer Candy Store.

Now, some 13 years later, she can honestly say she's enjoying her choice.

'I laugh every day that I'm here and dance poorly in the store too,' Primasing said. 'That's my rule, if you dance in the store you have to dance badly.

'How can you be in a bad mood when you are in a candy store,' Primasing added. 'We meet the best people and the downtown community is so good to us. I tell my employees all the time that it doesn't cost anything to be nice.'

Primasing said she met Judy Shaeffer right around the time she was opening Simply Divine.

'Judy loves to bake and I asked her if she'd ever tried making truffles,' Primasing said. Shaeffer was willing to give it a try, so the two women collaborated to perfect their recipe.

'Judy and I hit it off right away and she has really become a close friend and is so great to work with,' Primasing said.

Primasing said their commitment to using the finest ingredients — such as Ghirardelli chocolate — and European standards sets Simply Divine apart.

'Judy and I are both extremely picky people,' Primasing said. 'Really we use the best of everything, and yet our prices are some of the best around. We aren't here to make a killing.'

Over the years, Simply Divine has become known for the truffles. Twelve different kinds of truffles are made each day.

'We never stop making our confections,' Primasing said. 'We actually have more than 100 different flavors in our case each day when you include our dozens of barks and turtles and toffees.'

Visitors to Simply Divine often are amazed at the array of sweet products. There's traditional bulk candy, nostalgic candy, truffles and butter creams, toffee, barks and brittles, chocolate covered potato chips (and bacon), fudge, caramel apples, dipped cherries and fruits and even novelty items such as 'unicorn poop.'

'With this candy store we have everything combined,' Primasing said. 'You can find it all in one place. We have customers that come in to support us and say that if we weren't here, their grandchildren would never know what a true candy store is.'

Primasing said interacting with customers is the best part of her job.

'We talk with our customers when they come in,' she said. 'You have to have a minute for everyone, and it's especially fun when we meet people who are new to town. The people are fabulous.'

'We have loyal followers here at Simply Divine,' she added. 'All candy is good, that is why they call it candy. But our customers know that we can back up our claims to be one of the best.'

Primasing said the store does a lot of custom orders at any price range throughout the year, especially during the holidays.

'We take special orders all the time, but customers should start calling now with Valentine's orders, especially if they are interested in chocolate covered strawberries,' she said. Primasing said they have perfected their chocolate covered strawberries and have fun creating special seasonal truffle flavors for the holidays.

'Holidays like Valentine's Day are crazy but funny,' Primasing said. 'We have good senses of humor to get us through.'

AT A GLANCE

-- Name: Melanie 'Pete' Primasing

-- Title: Owner

-- Company: Simply Divine

-- Address: 129 Third Ave. SE, Cedar Rapids

-- Phone: (319) 363-6322

-- Website: www.simplydivinecandy.com

Know a company in business for more than a year that would make an ideal My Biz? Contact Francie Williamson at francie.williamson@thegazette.com