“I’ve always been a candy connoisseur,” says Elly Ross. As the founder of lil sweet treat, an already beloved (and viral) candy store with a new location at Rockefeller Center, Ross has transformed her longtime love of sweets into a thriving business.

Many of lil sweet treat’s offerings are sourced overseas, and this is where Ross’s story begins as well. “I immigrated to the States when I was very young,” she tells The Center Magazine. “I grew up with Korean snacks and sweets, and I loved sharing that during recess. I love connecting through food.”

While her love of treats has been lifelong, her path has been winding. In college, Ross studied computer science and took a job in tech working as a product manager. She noticed a growing virality of Swedish candy and began to consider how she could capitalize on her own appreciation of the sweet things in life. “As an immigrant and someone who studied computer science, it was kind of hard to tell my parents that I would not be using that degree,” she says. Yet, the gamble paid off.

Ross translated her experience in tech into launching her business. “At my core, I love to build things, to be thinking about the consumer and pain points and how to resolve them,” she says. She documented the journey of opening her first store online, which quickly gained traction across social media platforms. “I had promised myself that I was going to post once a day and be really raw and authentic. I think sometimes social media can just be a highlight reel and I didn’t want to do that. I wanted to make sure that I was documenting all the ups and downs, because I knew I was going to make mistakes and some things were going to go wrong.”

Despite those ups and downs, Ross has built a brand with a loyal following. She expanded from one store in Soho to two stores, the second now on Rink Level of Rockefeller Center. She stocks candy from around the globe: piña colada wedges from Spain, caramel custards from France, strawberry monkeys from Sweden, soft licorice from Australia. The lil sweet treat account on TikTok has hundreds of thousands of views, she’s been interviewed by CBS, and the store is listed on almost every roundup of top candy stores in the city. In short, lil sweet treat is a hit.

Ross credits this popularity to the overall experience at the store. “People say to me all the time that we have the friendliest team ever… That’s really important to me. It’s not just about good candy, it’s about how you feel when you walk in, when you walk out, when you’re sharing lil sweet treat with others. We want customers to feel that magic,” she explains.

The Rockefeller Center location certainly captures that magical feeling. “It’s an honor and a privilege to have a store at Rockefeller Center,” says Ross. “It’s such a New York institution.” The sides of the store are lined with dozens of clear candy dispensers that customers can use to fill bags with their selections. A 19-foot mural by artist Sam Ball dominates the back wall. Rendered in bold pastels, the mural features iconic New York monuments dotted with smiling treats. The air smells like a sugar high that you can take with you for $4.85 per quarter pound.

Best of all, there is always something new. “We have anywhere from 150 to 200 different types of candy in our warehouse that we’re constantly rotating in and out,” says Ross. “We’re always sourcing more, and the journey never stops because we truly want the best of the best.” Mallows from Belgium? Fruity mushrooms from the Netherlands? Something sour? Something sweet? She has it covered. “We’re always pushing the boundaries of innovation, flavor, texture,” she explains. “It comes down to a lot of research, not only online but through connecting with manufacturers, whether they’re artisan makers or larger corporations. It’s all about making sure the product stands on its own.”

As for Ross, her favorite candy is always changing. “Choosing a favorite candy is like choosing a favorite child,” she says, laughing. “It really depends on my mood that day. I would say I like chewier textures a bit more; I like sour candies like our wild raspberry from Spain or raspberry pucker balls from Sweden. But, honestly, they’re all really delicious.”

Don’t believe her? Find out for yourself. lil sweet treat is open at Rink Level of 30 Rockefeller Plaza from 10am to 9pm, seven days a week.