In the heart of Willoughby, a quaint historic building has been transformed into a “world of pure imagination” by 26-year-old candy maker Jeff Morsfield, better known as “Cleveland’s Willy Wonka.”

Morsfield has dedicated his life to creating candy the traditional way, kneading and rolling sugar concoctions by hand. Earlier this year, he packed up his Collinwood storefront and moved into the former Brandt’s Candies building, which has housed generations of candy makers since the 1940s. Morsfield hopes to preserve the history of Brandt’s Candies while introducing his own new brand.

Through an intensive renovation process filled with sleepless nights and immeasurable family support, Jeff’s Candy Shop officially opened its doors on April 25. Hundreds of community members attended the grand opening, each hoping to satisfy their sweet tooth. Many waited for nearly two hours in the rain just to sample Morsfield’s famous confections.

Morsfield began his candy business five years ago after deciding, on a creative whim, to recreate his mother’s toffee recipe. Once he perfected it, he began selling his sweet creations at local farmers markets. Since then, he has opened a storefront in Collinwood, relocated to a larger building in Willoughby, and amassed more than 100,000 social media followers.

As a retired officer in the Ohio National Guard, Morsfield has served both his community and his country with honor. Building and maintaining a business of this scale has required the same level of discipline reflected in his military service. Often running on only a few hours of sleep, Morsfield has dedicated nearly every waking hour over the past several months to advancing his dream.

Morsfield believes candy should be made using limited, all-natural ingredients and appreciates the craftsmanship involved in hand-crafted confections. Prior to modern factories, candy was created in small batches by local candy makers.

“I think it’s an art form,” says Morsfield. “Like anything else, it’s important to carry those torches.”

He plans to preserve these traditional methods by offering regular candy-making demonstrations at the Willoughby shop and showcasing the process on his YouTube channel.

“We are trying to make it a very fun and interactive customer experience,” explains Morsfield.

Every recipe is made with all-natural ingredients and plant-based coloring.

Morsfield currently employs five people to help create, package, and ship thousands of orders to customers across the United States. He aims to create a fun, friendly atmosphere for visitors and enjoys the freedom that comes with making his own business decisions.

“That’s why I wanted to start a business,” he says. “When I worked at other places, I hated not having the autonomy to fix a problem when I saw it.”

Despite the satisfaction of being his own boss, Morsfield recognizes the pressure that comes with business ownership.

“It all falls on me,” explains Morsfield. “It’s not just affecting me anymore — it’s going to affect five other people now. That can be a little daunting.”

Morsfield’s agreeable personality, unique creations, and incredible work ethic have earned him fans from around the world.

He concludes, “Our goal is just to make people happy, and we hope to do that here in Willoughby.”

Jeff’s Candy Shop is located at 1238 Lost Nation Road in Willoughby. Visit jeffscandyshop.com to place an order.

Article and photo by Sophia Filipiak