Family continues century-long candy-making tradition in Minnesota

In a quaint kitchen in Cloquet, Minnesota, the sweet aroma of caramel fills the air as Rose Mascarenas and her daughters gather around a countertop laden with ingredients. It’s a scene that echoes through generations, where laughter and memories intermingle with the rich tradition of candy-making. This family, bound by love and legacy, is breathing new life into a century-old craft that began with Rose's grandfather, Louis Zervas, who opened the West Duluth Candy Shoppe in 1923. Today, they bring his cherished recipes back to life through their small business, AnJoy LLC.

What Happened

In July 2025, Rose Mascarenas and her daughters officially launched AnJoy LLC, a tribute to their family's deep-rooted history in confectionery. The name AnJoy is a fusion of their names—Anetta and Joy—symbolizing the connection to their ancestors and the joy they find in creating these beloved treats. Their journey began with a simple idea: to share their family's sacred caramel recipes, passed down through generations, with the world.

The original recipes, which date back to the 1920s, were closely guarded secrets, with Grandma Anetta often reminding her family, "Don't divulge those to anybody, only family." This sense of exclusivity not only adds a layer of intrigue but also emphasizes the value of family traditions in an increasingly fast-paced world. The Zervas family has now embraced the challenge of modern entrepreneurship, selling their handmade candies online and at local holiday fairs and events.

The West Duluth Candy Shoppe, where it all began, opened its doors on January 13, 1923, at 327 N. Central Ave. Louis Zervas, along with his business partner, created a beloved local establishment that served as a gathering place for the community. Although the shop closed after just two years, the legacy of its sweet confections lived on through the family, culminating in the launch of AnJoy LLC nearly a century later.

Community Reaction

The response from the Cloquet community has been overwhelmingly positive. Local residents are eager to support a family endeavor that honors tradition while promoting local business. “It’s heartwarming to see such a rich history being revived,” said Cloquet Chamber of Commerce President, Mark Johnson. “Families like the Zervas are what make our community special. Their commitment to quality and authenticity resonates with everyone.”

At various holiday fairs, AnJoy LLC has quickly gained a loyal following. Customers rave about the rich flavors and the nostalgia that each bite evokes. “It reminds me of my childhood,” said one customer, who fondly recalled visiting the original candy shop as a young child. “You can taste the love and tradition in every piece.” This sentiment is echoed by many who have sampled the Zervas family's confections, reinforcing the importance of family ties and the memories associated with food.

Building Connections

In addition to selling candy, the Zervas family aims to create connections within their community. They often host events where families can come together to make candy, fostering a sense of unity and shared experience. These gatherings not only celebrate the art of candy-making but also strengthen the bonds between families, echoing the very values that have guided the Zervas family for generations.

What's Next

As AnJoy LLC continues to grow, the Zervas family is exploring new opportunities to expand their offerings. They are currently developing additional flavors and products, hoping to introduce seasonal specials that reflect the changing tastes of their customers. “We want to keep our family recipes alive while also innovating and adapting to what people want today,” Rose explained.

The family is also considering partnerships with local businesses to create unique gift baskets that showcase their candies alongside other local products. This approach not only supports fellow entrepreneurs but also emphasizes the importance of community collaboration. By working together, local businesses can thrive, creating a vibrant marketplace that celebrates the rich heritage of Cloquet.

Supporting Local Economies

The rise of AnJoy LLC is particularly significant in the context of Cloquet's local economy, which has seen a resurgence in support for small businesses and local artisans. In recent years, community members have rallied around initiatives that promote local shopping, and the Zervas family’s candy-making venture aligns perfectly with this movement. By patronizing local businesses, residents are not only contributing to the economy but also preserving the unique character of their community.

Moreover, the Zervas family’s commitment to using high-quality, locally sourced ingredients further enhances their appeal. This focus on sustainability resonates with consumers who are increasingly conscientious about their purchasing decisions. By choosing to buy from AnJoy LLC, customers are supporting a business that prioritizes ethical practices and community welfare.

Resources and Support

The Zervas family has received invaluable support from local organizations, such as the Cloquet Economic Development Authority and the Minnesota Small Business Development Center. These entities provide resources, mentorship, and networking opportunities that are crucial for small businesses looking to establish themselves. The family credits these organizations for helping them navigate the complexities of starting a business while keeping their focus on their heritage.

For those interested in supporting AnJoy LLC, their products can be found on their website, where they offer a range of candies, including their famous caramels and seasonal treats. Additionally, the family is active on social media, sharing updates about their candy-making process and upcoming events. This digital presence allows them to connect with customers beyond Cloquet, spreading their family’s legacy far and wide.

Conclusion: A Sweet Legacy

The story of the Zervas family and their candy-making tradition is a testament to the power of family, love, and perseverance. As they continue to craft their confections, they not only honor their ancestors but also contribute to the fabric of their community. AnJoy LLC stands as a symbol of what can be achieved when passion meets tradition, a sweet reminder that some legacies are meant to be shared.

In a world where fast food often overshadows homemade delights, the Zervas family's commitment to quality and authenticity serves as a refreshing reminder of the importance of family traditions. As they look to the future, one can only hope that their sweet legacy continues to thrive, inspiring other families to cherish their own histories and share them with the world. The revival of AnJoy LLC is not just about candy; it is about creating a lasting impact on their community and ensuring that the sweet memories of the past are cherished and celebrated for generations to come.