Best friends open a Swedish-inspired candy store in Downtown Provo

For us, it was important that we make it so we feel this is home, Simonsen said.

That it represents the candy businesses in Sweden," Mard-Kastman added.

Located on Center Street in Downtown Provo, directly across from the Provo City Center Temple, stands a colorfully painted and newly refurbished building called Swedish Moose Candy Co., a dazzling small business run by two best friends, Camilla Simonsen and Sanna Mard-Kastman.

Both Simonsen and Mard-Kastman are originally from Gothenburg, Sweden, a city known for its many pick-and-mix-style candy stores.

As of recent years, these Swedish treats have gained attraction in the U.S. because of Sweden's strict National Food Agency guidelines and attention to natural ingredients.

Swedish Moose Candy Co. sells more than 100 varieties of candy for customers to choose from. Treats such as raspberry and lemon flavored skulls, sour watermelon bites, fizzy cola gummies, green gummy frogs and an assortment of Scandinavian chocolates and licorice line the walls and emit delightful sugary aromas.

Instead of retiring and spending their time traveling, knitting or designing homes, these ambitious women decided to make their dreams come true and start a Swedish-inspired candy store in Provo, Utah.

Simonsen and Mard-Kastman became close friends as studious teenagers in high school, and despite their different paths in life and career choices, they have maintained close contact for more than 40 years.

Simonsen, an interior designer, first came to Utah as an exchange student when she was 16 years old.

I went to Salt Lake, to Olympus High School and I really liked it here, she said.

Simonsen explained that she wasnt sure what career path she wanted to take after high school graduation, so she worked long hours in Sweden to be able to travel before feeling prompted to go on a mission for The Church of Jesus Christ of Latter-day Saints.

I was called to London, England, and after my mission, I felt very strongly that I should help teach Swedish at the MTC, Simonsen said.

She would later meet her husband, who also served in London and returned some time after her. They have been married for more than 30 years.

Mard-Kastman, on the other hand, stayed in Sweden and launched her first business at 18 years old.

Sanna owns a design business," Simonsen said. She's very modest, so I am telling you. She's actually a world-known knitting designer, so she designs and writes patterns for designers and knitting magazines."

Mard-Kastman said her decision to be independent helped her control her own schedule.

I have a lot of entrepreneurs in my family, but it was important for me to be able to do what I wanted, Mard-Kastman said. I couldn't take it for someone to be telling me that you need to be here at this hour, you need to be here at that hour I wanted to decide my own life."

Three years ago, Mard-Kastman moved to the U.S., and since then, she has been collaborating with Simonsen on their candy store idea. The duo started a pop-up trailer for special events and markets in the area, but when the opportunity arose to have their business at a more permanent address, they took it right away.

Despite the obstacles that come with owning a small business, such as meeting contract agreements, shipping and handling processes and even tariffs, the two best friends have received support and assistance from their family members.

When your grown-up kids tell you, Mom, I'm so proud of you, that's amazing. I think that's wonderful, Mard-Kastman said.

The mothers mentioned that their children have helped with painting, cleaning, filling containers, labeling, carrying products, giving ideas, designing their website, managing their social media pages, and even carrying out logo ideas that represent and unite different Scandinavian cultures.

I think all of our kids have been involved somehow, Mard-Kastman said. By involving them, they feel a sense of ownership, Simonsen added.

They have also received motivation from those in the community and surrounding areas who visit their store.

Simonsen and Mard-Kastman expressed their gratitude for moments of connection with returned missionaries who served in Scandinavian countries as well as those who originate from there.

When they come in and are so happy that they found us that they are here, that gives us hope, love and desire to continue, Simonsen said.

The official grand opening ceremony for Swedish Moose Candy Co. was on Saturday, Feb. 28. Candy can be ordered online at https://swedishmoose.co/.