Cloudy days are best

In Rockford, cloudy days are the best. Days with Candy Cloud, that is.

Candy Cloud is a three-year-old Rockford company that has big plans for its popular beverage business with the fun name. Started by a firefighter, Candy Cloud began as a cotton candy stand at farmer’s markets in 2019.

Just a few years later, however, Candy Cloud has evolved into the beverage market with menu items such as a Lemonberry Slush Float, Caramel Apple Potion, and Apple Cider Donut Ice Cream. It operates from a State Street storefront in Rockford, with plans to franchise throughout Illinois and Wisconsin.

With the hurdles that have come from each step – licensing the business name, opening a brick-and-mortar store, and now franchising – Candy Cloud has relied on WilliamsMcCarthy LLP for legal oversight and advice.

“We live in a time when it’s hard to get a business going,” said Alex Edwards, Candy Cloud owner. “There’s a lot of competition. However, there are still plenty of routes if you’re willing to do the work. But you can’t do it on your own, so surround yourself with people who can help you build it.”

Building a team

That was the kind of partnership Edwards found at WilliamsMcCarthy LLP. He was referred there by a fellow firefighter who used them for his business, Fire Dept Coffee. First order of business for Edwards: Establishing a trademark for Candy Cloud. Working with attorney Joel Huotari, Candy Cloud was able to tackle that first obstacle.

“He was great to work with throughout the process,” Edwards said. “I highly recommend working with them.”

Candy Cloud returned to the firm when it was time to negotiate a lease for its first storefront, then later when it came to office space for its growing franchise support center. That time, attorney Daniel Huntley took the lead and impressed Edwards with his ability to close the deals.

“Those two (lawyers) worked so well,” Edwards said. “Both were professionals and on top of everything.”

Shaking it up

Looking forward, Candy Cloud anticipates relying on WilliamsMcCarthy LLP for assistance with protecting its brand as the franchise business grows. He is happy to have a partner he can count on to support him as he achieves his dreams.

“Find people you trust to take it to the next level,” he tells others. “There’s no right time; no perfect time to take the leap. Sometimes you shoot maybe miss, but you learn lessons and keep going.”