Thriving During A Pandemic Is No Fairy Tale For This Business

BASKING RIDGE, NJ—On the surface, Fairy Tale Kids seemed to be a business that would have a rough time during a pandemic. The candy and novelty shop also did brisk business in classes, parties, and camps for kids, not exactly a thriving market when people are staying home for months.

“We typically survived on birthday parties,” said Jessica Mauceri, Fairy Tale Kids’ owner, “then that changed.”

But Mauceri wasn’t about to fold up her shop, located at Olcott Square in Bernardsville, and walk away.

“You have to think outside the box ,” she said. “As soon as the shutdown happened, I started delivering art kits. It kept me going until I could reopen.”

When others saw a roadblock, Mauceri saw an opportunity. Recognizing that remote school would require longer-term solutions, she began organizing educational resources such as pods, remote learning drop offs, and after school programs for her shop, all

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