Mother celebrates ‘most successful year to date’ for leading Northampton sweet business
A mother is celebrating the “most successful year to date” for her leading Northampton sweet business, as demand continues to ramp up ahead of Christmas 2025.
Dani Martin founded Simply Sweetie, a premium confectionery company with more than 100 varieties to choose from, back in February 2021.
Along with collections from Dani’s home in Duston and local deliveries, the sweets are also available for nationwide delivery.
Having juggled family life and health issues that she and her youngest daughter experienced in 2023, Dani had to consider if she could continue with Simply Sweetie.
However, she was determined to make a go of it in 2024 and did not return to her former job as a trampolining coach. She has not looked back since and 2025 has been a stand out year.
“From a business perspective, 2025 has been the most successful year to date,” Dani told the Chronicle & Echo. “Months that are normally slow have been good. I’ve got regular pop-ups in businesses on a monthly basis now, and our seasonal stuff is doing well.”
The founder was asked what feedback she has recently received from the Northampton community, and what they like most about what she has created.
Dani said: “It’s the quality, the personal touches, and encouraging people to trust and buy with you by building a rapport. It’s the relationship we build when they return and they then refer us to friends and family.”
Dani’s proudest achievement of 2025 is managing to keep the business going while dealing with personal battles and changes, including an unexpected house move coming up this month.
“It’s been quite a tumultuous year and my youngest hasn’t been well again,” she said. “I’m proud to have kept the business going and provide the same quality and service.
“I always ensure whatever I’m selling is something I would enjoy and like, by sourcing from the most reputable companies.”
Although 2025 has been Simply Sweetie’s best year yet, Dani admitted it has been a “hard grind” competing with limited social media reach and big companies who can emulate products for cheaper prices.
The festive season is Dani’s busiest time of year, not only with online sales but an increase in pop-up markets too. Her wide range of festive products include advent calendars, elf arrival packs, sweet jars, Christmas Eve boxes, gift boxes and her usual pick and mix ranges.
“Most people have got a sweet tooth and these are something different,” said Dani. “I create things you can’t walk into a supermarket and buy, by adding Simply Sweetie flair.”
Dani looks forward to getting her new website up and running for 2026, as well as a project she is keeping under wraps for now but hopes will make her products more accessible to all.