Birkenhead business has the perfect recipe for sweet success

The Birkenhead business has been putting smiles on customers’ faces for the past ten years with everything from milkshakes and slushes and sweets and chocolate on offer.

They’ve just added pancakes, waffles and other desserts to their menu too!

Here, owner Sharon Maylor tells us what it’s like running the popular shop and why customers keep returning to stock up on their sweet treats.

If you would like to be featured as our Trader of the Week, email heidi.summerfield@newsquest.co.uk

Sharon Maylor (right) and colleague Suzanne Rossley at Cheeky Charlie's Sweets and Treats

What’s the name of the business?

Cheeky Charlie’s Sweets and Treats

What’s the address?

740 Borough Road, Birkenhead, Wirral, CH42 9JF

Are you the owner/manager?

I’m the owner.

When did you open the business?

I took over and acquired the business in April 2022 but Cheeky Charlie’s has been going for 10 years.

Cheeky Charlie's Sweets and Treats has been open for 10 years

Has it always been in the same location?

No, Cheeky Charlie’s was originally on Woodchurch Road in Prenton for six years and then the previous owner relocated to the current location four years ago.

Are you local to the area? Did you grow up here?

Yes I grew up and was raised in Tranmere.

Tell me a bit about your business.

Cheeky Charlie’s is a well-known sweet shop. We are a modern sweet shop selling American sweets as well as traditional sweets and not forgetting our very popular wide range of retro sweets.

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Customers can buy retro sweets as American candy in the shop

What do you do? What services do you provide?

We provide a large quantity of party bags to cater for all age groups and occasions, from birthdays, weddings and hen dos to baby showers, christenings and school leavers. We also sell a number of gift hampers - chocolate explosions and American sweet hampers as well as Mother’s Day hampers and Christmas sweet hampers. We also offer our very popular milkshakes and slushes and we now offer waffles, pancakes and a few selected desserts from Thursday evenings right through until Sunday.

Why did you decide to open your own business?

I have always loved making gifts for my four children. My family always used to say I should sell them so when the opportunity came up I jumped at the chance to buy Cheeky Charlie’s and put my own stamp on it. We have lots of new customers as well as our lovely long-standing customers who keep coming back to us.

What’s your business background?

I worked for a family-run property business for 18 years and was made redundant during the second lockdown.

Why this type of business?

I love putting a smile on people’s faces and we do everything to make that happen. We give all the children and adults who come into Cheeky Charlie’s an experience to remember.

Were you open before/during/after the Covid-19 pandemic? How did this affect your business?

Yes, Cheeky Charlie’s was open during the pandemic and the previous owner did delivery orders in the hope of keeping the business going.

There are old sweets and new sweets available at Cheeky Charlie's

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What makes your business different to others in the same area/field? What sets your business apart from your competitors?

Cheeky Charlie’s has a good reputation for its traditional stock as well as its modern treats, catering for all ages. We have numerous milkshake flavours and slush flavours which are loved by all and they are extremely popular all year round – even in the winter! We have a help yourself pick and mix table with new and old sweets as well as a large range of vegan, vegetarian, Halal, gluten free and dairy free sweets. We were rated five stars for food hygiene two weeks ago which we are extremely proud of, as we take pride in a clean environment for staff as well as customers. We like to have a happy space when people come to visit our shop. We like to make every customer feel like they have a positive experience when coming to buy sweets and treats from us.

Why do loyal customers return to your business?

We have friendly staff and a huge variety of stock at very competitive prices.

What’s next? What do the next few months hold for you and your business?

We want to keep expanding the business and we’re always looking for the next big thing for the kids. We want to keep standards high and we’re hoping the waffle, milkshakes, pancakes and desserts take off with delivery orders.