Small businesses often start with an idea, a passion and an unwavering dedication to figure things out as they unfold. On today’s episode of The Small Business Show, host Jim Fitzpatrick is joined by Caitlin Lyon, co-owner of Pizzelle’s Confections, a nationally recognized handcrafted chocolate shop. The business has earned USA Today’s Reader’s Choice Top 10 Chocolate Shop honors for two consecutive years. Today, Lyon shares how she and her sister turned a passion project into a sustainable, thriving business.
Lyon’s sister, Michelle Novosel, has dreamed of becoming a candy maker since she was a child. Although the sisters often talked about it, it felt like a far-off dream. Novosel pursued her dream by attending culinary school and earning her Professional Chocolatier Certificate from Vancouver’s Ecole Chocolat. She began selling chocolate locally from her home under the Alabama Cottage Law.
Eventually, the sisters joined forces and moved the operation into a space at a local art center to reach more customers. Initial funding for the business came from family seed money and an interest-free construction loan from the art center. Pizzelle’s Confections officially opened its doors for business on March 16, 2013.
In the early stages, the sisters faced unexpected challenges. They anticipated that Novosel would work during the week on wholesale orders with minimal walk-up traffic, and that Lyon would assist on Saturdays. In reality, the business grew faster than imagined. The rapid growth required hiring their first employee within the second week, and today the business operates with a staff of 8 to 15.
Many small business owners support employees financially but struggle to pay themselves. Lyon and Novosel learned early to compensate themselves from day one to avoid financial surprises. They also discovered that while careful planning is critical, flexibility is equally important to accommodate growth.
Pizzelle’s Confections built momentum through grassroots, community-based marketing. The sisters participated in local events such as wedding shows, brewery festivals, and culinary and community organizations. By prioritizing relationships over expensive ad campaigns, they created lasting customer loyalty.
Networking with others in the same industry also proved valuable. Rather than avoiding potential competitors, Lyon and Novosel cultivated connections with like-minded entrepreneurs, gaining collaboration opportunities, shared knowledge and mutual support.
"Don't ever close the door on anything—you don't know where it will lead."
What sets Pizzelle’s apart from larger competitors, such as Hershey, is its handcrafted approach. Everything is made in-house, from filled bonbons and specialty chocolates to coffee syrups, mini cakes and cocktail syrups. They also fulfill custom orders for corporate clients and weddings. In Huntsville, no other local competitor offers the same level of artisanal chocolate, giving Pizzelle’s a unique market position.
Scaling the business remains the sisters’ biggest challenge. Lyon identifies three factors essential for growth: expanding facility space, hiring additional staff and leveraging equipment to improve operational efficiency. Over the years, they’ve experienced both major wins and setbacks, but the most important lesson has been to remain flexible and avoid prematurely closing doors on new opportunities.
From selling chocolate at local markets to gaining national recognition, Lyon and Novosel’s journey demonstrates that passion, strategy and adaptability can turn a small idea into a thriving business. Their story is a reminder that success in small business is built one step at a time, with creativity, resilience and an unwavering commitment to both product and community.
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