I’ve spent hours watching candy being made on YouTube. By far the most active channel to get your molten sugar fix is Lofty Pursuits, the eponymous account for an ice cream, candy and toy shop located in Tallahassee, Florida. In the middle of the establishment you’ll find Gregory Cohen and his team at Public Displays of Confection making batches of jewel-like hard candies with Victorian methods (i.e. the hard way), and anyone is invited to come watch.
What may look like an expertly handmade piece of glass with three inset floating lavender blooms is actually candy. It’s a lavender-flavored treat from a confectionery that’s using old-fashioned techniques and modern media platforms to drum up interest.
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Thanks to the ubiquity of YouTube, however, Cohen is also inviting people from around the world to take part in his demonstrations. The Lofty Pursuits channel now boasts over 150,000 subscribers and counting, and each video racking up hundreds of thousands of views. With limited editions, custom designs and made-to-order service, Cohen has a winning model for consistently creating new video content for fans to discover and enjoy.