History

Hidden Sweets was originally founded in 1989 by Michael and Paula Braverman in Boston, MA. Having already owned a number of retail card & gift stores in the Boston area, the Bravermans created their first ever candy store. A short stay there eventually brought the store to 6 Church Street in Harvard Square. And with it came a unique shop in one of Cambridge's most unique neighborhoods. While on Church Street, situated conveniently next to the Harvard Square movie theater, Hidden Sweets became a premier destination for candy and greeting cards amongst locals and visitors.

In the summer of 2003, Hidden Sweets relocated to their current location at 25 Brattle Street, located around the corner from the original Church Street address. With the move came not only a more visible location and larger store, but also a whole new Hidden Sweets that brought together the best of the old store and a host of new product lines. Hidden Sweets at this time doubled the selection of candy, including three times as many bulk candy bins. The store also expanded their card department to incorporate larger brands such as Papyrus and Caspari, and with that devoted a larger portion of their store to gift wrapping and gift bags. Other new and improved departments included party goods, gifts, frames, plush animals, and novelty toys.

The biggest change, however, was Hidden Sweets newly formed souvenir and apparel department. The new department featured the store's entire second level as well a large portion of the main level. Hidden Sweets, with its new location, became committed to offering the best and most affordable selection of Harvard, Red Sox, and Boston souvenirs and apparel. Since opening its doors on Brattle Street, Hidden Sweets has continued to compete with the area's top competitors in souvenirs and apparel and look for new lines and styles that make it more than just a candy store.