Our Story

SugarSin is an award-winning confectionery brand founded in 2011 in the Theatre District of Covent Garden, London! A bright blue shop that stands out from its more austere fellows, SugarSin is the home of some of the most delectable sweets in the whole of London. Firmly planted at the high-end of the market, SugarSin is a haven for pick n mix-lovers, a tribute to chocolate-lovers, and a home to unique cocktail & fruit flavoured candy.

Since 2019 under the ownership of entrepreneur, Jiten Shah, and with a new product direction set by product expert Clare Turnbull, SugarSin has received many awards and accolades that we as a team are most proud of:

“Voted as the Best Sweet Shop of the Year 2019 – Central London”

“Best Premium Confectionery Retailer of the Year 2020”

“Artisan Confectioners of the Year 2020 – Central London”

“SME Entrepreneurial Brand of the Year 2020”

Sourcing products of the highest quality from the best confectionery suppliers in the UK and Europe, SugarSin brings a unique collection of confectionery for vegetarian, vegan, gluten and dairy-free diets. 90% of SugarSin products are hand-packed in-house with utmost care ensuring every bag, box or jar reflects the SugarSin ethos of great quality and outstanding taste. The emphasis on quality is at the core of all SugarSin decisions, never compromising on this aspect of its business. This ethos is what brings people coming back time after time, in the search for a repeat of an excellent experience.

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“We are a playful brand, but in the heart of it

quality is our focus”

Gourmet Sweets

SugarSin is a London based premium confectionery brand for the kid inside you. Since our opening in 2011, we’ve made it out mission to bring contemporary sweets that are modern, high quality and current, along with a unique shopping experience that leaves a mark in everyone’s sweet book. We’re proud to be named one of the ‘World’s Most Beautiful Candy Shops’ by Architectural Digest.

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The Blue Corner

Step into the colourful world of SugarSin and indulge in our fabulous sweets, all packed with love, shine and excitement. Inspired by Pop Art, we have design in focus from the moment you step into our store to indulging our products.

We have one of the widest pick n’ mix range in the UK – imported from every corner of Europe. Our selection is especially handpicked to offer the most exciting flavours and textures. Visit one of our stores to experience SugarSin’s unique pick n’ mix range that are equally loved by kids as well as adults.

Voted ‘World’s Most Beautiful Candy Shops’ by Architectural Digest, welcome to our store in Covent Garden ‘Where Grey Clouds Turn into Rainbows’.

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