“Sugar runs in my veins,” Felicia (Fee) Hanson said with a smile, as she looked around the warm, whimsical space she has built. “I just love making people happy - with candy, with food, with community.” Sweet Hazel, Fee’s vegan bakery, market, and café, is tucked into a cozy strip that includes Leavity Bread and Star of India. Named after her beloved cat, Hazel, Fee said that “She was my soul cat. When I started this adventure, I didn’t know what to name it, and my sister-in-law said, ‘What about Sweet Hazel?’ It just felt right.”

“People always wonder about us - are we married, are we business partners? The truth is, we’re best friends who’ve built this chocolate shop together, and it’s been an incredible journey.” When Katie Masterson moved from Chicago to Salt Lake City in 2001, she had no idea that a temporary holiday job would lead her to become co-owner of Hatch Family Chocolates. Partnering with Steve Hatch, whose family had a rich tradition in candy making, Katie brought her background in pastries and desserts into the mix, helping to shape what is now one of Salt Lake City’s beloved chocolate shops.

“Ice cream should be a part of your normal daily life - a treat you can savor every day,” says Alexa Norlin, the visionary behind Normal Ice Cream. Alexa, a classically trained pastry chef who studied in Canada and on the East Coast, noticed a gap in Utah’s dessert scene when she moved to Salt Lake City. She wanted to introduce something new: high-end soft-serve ice cream. With a love for soft serve that stemmed from her childhood, she saw the potential to elevate this classic treat with unique, decadent flavors.