Jeff Rubin opens upscale "Tiffany of candy stores"

Candy man Jeff Rubin regretted turning down a chance to open a candy store at Forum Shops at Caesars Palace in the 90s, but he jumped at the chance to open one in the Pier at Caesars, by the entrance of Atlantic City. With a make-your-own-candy-bar station, an ice cream cafe, salt water taffy, 84 flavors of Jelly Bellies and 48 varieties of M&Ms, Rubin calls the candy store, IT SUGAR, a "Willie Wonka-like world." Jeff Rubin has spent the past 20 years in the candy business, with success operating FAO Schwartz s sweet section and Dylan s Candy Bar, a high-end emporium in New York. He calls IT SUGAR the Tiffany of candy stores, with glass bins, not plastic, to hold the goodies.