New Jersey’s independent food makers continue to elevate the state’s small business landscape, and one of the most notable recent success stories is Netty’s Sweets, a handcrafted chocolate shop now thriving in the Downtown Shops at 53 Main Street in Toms River. What began as a home-kitchen passion project has quickly evolved into a recognized destination for artisanal confections, illustrating how local entrepreneurship and community engagement continue to shape the Garden State’s commercial districts. As we highlight businesses redefining their local economies in our business coverage, Netty’s Sweets stands out as a model of craft, creativity, and community values.
Co-founders Annette Matiskiel and Nick Decuicies originally launched Netty’s Sweets as a cottage-food venture, selling their small-batch treats at farmers’ markets, pop-up events, and local celebrations across Ocean County. Their focus on premium European-style chocolate and fresh ingredients quickly developed a following, and by 2024 the pair opened their first brick-and-mortar location. Nestled within The Downtown Shops at 53 Main Street—alongside other local favorites like Spire Coffeehouse and Muller’s Creamery—the new shop gives Toms River residents and visitors access to a full lineup of handcrafted chocolates prepared daily.
Netty’s Sweets has built its reputation on quality-driven production rather than mass manufacturing. Each confection is made in small batches, allowing the team to maintain freshness, experiment with flavor profiles, and adapt offerings based on customer requests. Their approach reflects a growing statewide trend toward artisanal food production, where consumers increasingly seek authenticity, transparency, and craftsmanship in the treats they enjoy.
The shop’s menu highlights a broad assortment of chocolates and confections that rotate throughout the year. Signature offerings include rich truffles, chocolate barks, dipped strawberries, pretzels, and specialty creations that bring a modern twist to classic sweets. The team frequently develops new items based on conversations with local customers—a hallmark of their community-first philosophy. Events like Toms River’s “Downtown Night Out” not only give Netty’s Sweets a platform to showcase their work but also provide opportunities to gather inspiration directly from the people they serve.
Custom chocolate orders have become a major component of the business as well. The shop offers tailored products for weddings, school celebrations, corporate gifting, and personal milestones. Clients are invited to share logos, themes, colors, and design ideas, allowing the chocolatiers to create personalized treats that elevate any event. Gift boxes, party trays, and curated baskets are available for customers seeking ready-made options, especially during high-demand seasons.
Seasonal releases play an important role in Netty’s Sweets’ identity, with chocolates crafted specifically for holidays including Christmas, Valentine’s Day, Easter, and other key occasions throughout the year. These limited-time offerings often introduce unique flavor combinations, decorative elements, and packaging that highlight the artistry behind the brand.
The opening of Netty’s Sweets represents more than just a new local shop—it is part of a broader revitalization effort within Downtown Toms River. As independent retailers continue to populate the 53 Main Street marketplace, the town’s business environment strengthens its appeal as a walkable, community-centered destination for food, culture, and shopping. Netty’s Sweets contributes to this growth by drawing residents and visitors seeking an elevated chocolate experience grounded in local pride and handcrafted tradition.
With its blend of personal creativity, dedication to quality, and commitment to community, Netty’s Sweets has quickly become one of Toms River’s most compelling small businesses. The shop exemplifies how local makers can achieve long-term success by staying true to their craft and engaging directly with their neighbors—a formula that continues to shape New Jersey’s small business landscape.
