Confections, community, and cotton candy | An infectious brand loyalty strategy.

August 15, 2023

Confections, community, and a little bit of fairy dust make up the incredible sugary profiles made sensational by Wonderpuff. Jackie Marin and her husband discovered their interest in creating custom confections for events, weddings, and more in South Florida and brought their talents to the Durham area 6 years ago.

Since its inception, they’ve perfected the science of creating flavors modeled after their experiences and the foods they eat. From crafting an incredible in-person buying experience at events like Afropunk to hanging out at local markets around the Triangle, their infectious namesake translated well to help them boast thriving online sales during the pandemic. In this period of growth and community support, they were able to successfully raise money through Kickstarter for a space at Boxyard RTP. During the conversation, Jackie shared her journey of starting Wonder Puff, the importance of community support, and the unique small business ecosystem in Durham, North Carolina.

Watch or Listen to the Episode

Episode Highlights

  1. Community is Unity: Jackie emphasized the presence of freedom fighters and individuals who create spaces for black and brown small businesses. The strong sense of community in Durham, known as the Bull City, has played a significant role in the success of Wonder Puff and has allowed them to thrive.

  2. Intentional and Unique Flavors: WonderPuff takes pride in its sugary creations, which are vegan and free from artificial ingredients. Jackie’s husband, Reem, who is an audio designer and producer, brings his perfectionist mindset to the creation of their flavors. They draw inspiration from their own experiences and cultural backgrounds, resulting in unique flavors like orange cardamom and Haitian cake.

  3. Word of Mouth Marketing: In the early stages of Wonder Puff, Jackie and Reem focused on building their brand through word of mouth. They participated in free events, collaborated with black and brown curators, and offered their services at a low cost or for free. This approach allowed them to connect with their community and gain exposure, leading to opportunities at larger events like Afro Punk.

  4. Navigating the Pandemic: Like many small businesses, Wonder Puff faced challenges during the pandemic. However, they experienced a surge in online sales as people sought comfort and joy while staying at home. The support they received during this time created sustainability and allowed them to continue operating. Despite the changing consumer landscape, Jackie remains resilient and plans to focus on e-commerce and wholesale in the future.

  5. The Power of Durham’s Small Business Ecosystem: Durham’s small business ecosystem has provided Wonder Puff with a playground to experiment and grow. Boxart RTP, an outdoor food court space made from shipping containers, became their physical storefront. The community of small business owners at Boxart RTP, including Meat and Graze, Aya, and Honey Press, created a supportive environment where they could collaborate and thrive.

About the Host

Angela Hollowell is the host of the Honey & Hustle podcast. Honey & Hustle is a show that was created with early-stage entrepreneurs in mind. Her video interviews feature themes about creative entrepreneurship in North Carolina and beyond. In addition to her professional creative projects, she works to help visual storytellers and creative entrepreneurs build their audience and impact.

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