The colorful history of Lillie Mae’s Chocolates — a Marshalltown retail icon — was presented in a folksy and detailed manner by Aimee Deimerly-Snyder — owner and operator Tuesday evening during the “History on Second Tuesday” event sponsored by the Historical Society of Marshall County (HSMC) at the local Mowry-Irvine Mansion.

For nearly an hour, Deimerly-Snyder entertained with stories about the business’s 85-year history while attendees enjoyed chocolates provided by Lillie Mae’s and wine courtesy of HSMC.

In 2003, Deimerly-Snyder and husband Tom Snyder purchased the business and have weathered a recession — operating the business from their home for nearly nine years — along with the COVID-19 pandemic and a move to their present location 217 N. 13th St.

Deimerly-Snyder said she was interested in Lillie Mae’s after a longtime love affair with its candy and fond memories in the shop shared with friends.

“I remember years ago riding my bicycle with a friend to Lillie Mae’s and having a grilled cheese sandwich and water,” she said. “I had many encounters with their candy growing up and knew how special it was to my grandmother Mary — who had a sweet tooth — so everyone gave her chocolates. She tended to hide the Lillie Mae Chocolates from her family but would gladly give other store-bought candies to others so she could keep Lillie Mae’s candies all to herself.”

Later, the entrepreneurial Deimerly-Snyder opened Peachtree Marketing on Main Street across from Lillie Mae’s and learned from sources that Lillie Mae’s might be for sale.

She frequently asked Georgia and Buck about selling the business only to be rebuffed numerous times – especially by Buck. Eventually, the owners relented.

However, Deimerly-Snyder was nine months pregnant with the couple’s second child. The deal was finalized, and Deimerly-Snyder learned the candy-making business from Georgia and the business side from Buck.

“Georgia had learned the art of candy-making from her mother Helen,” said Deimerly-Snyder, who grew fond of Georgia as they formed a tight bond of friendship during the transition.

As part of the sale, Georgia and Buck had agreed to help the new owners during the transition period. Meanwhile, TJ Snyder, the couple’s first child, was an infant but accompanied Deimerly-Snyder to the business.

Aimee and Tom decided to keep the recipes the same and continue the tradition of crafting slow-cooked, small batch confections.

Effects of the 2007-2009 recession lingered and it was difficult for the couple to overcome, resulting in the business being “underwater,” Deimerly-Snyder said. “A number of factors contributed to that situation.”

In 2011, they moved the business to their home — frequently stirring ingredients over a hot stove — and focused on seasonal specialties such as their renowned double-dipped caramel apples (the business sold more than 4,700 of the product in 2023) and Christmas and Valentine gift candies.

Deimerly-Snyder also sold real estate during that time. Later, she worked at the Iowa Veterans Home, while her husband continued his career at Lennox, where he remains employed.

“We loved doing it out of our home,” Deimerly-Snyder said. “Our kids got ‘weird’ work experience, but they loved it.”

In 2020, as the COVID-19 pandemic was rearing its ugly and ultimately deadly head, the couple decided to open their shop at the present North 13th Street address. The chocolates and candies served as comfort food to Marshalltown residents dealing with the stress of a world-wide pandemic.

Additionally, the pandemic caused shortages of chocolate and boxes – supplies desperately needed by the business – but they prevailed. Currently, Deimerly-Snyder stressed that she and staff endeavor to stock only fresh confections while also buying Iowa products such as Anderson-Erickson cream made in Des Moines and Snappy Popcorn in Breda.

The affable businesswoman was effusive in her praise of Marshalltonians who have supported the business during their tenure and that of other owners. She also cited the contributions of employees past and present.

“We started with three (employees) and now have 12,” she said.

She cited the habits of many residents – including the late RACOM president Greg Miller and the late Lennox plant manager and Marshalltown Mayor Tommy Thompson — who regularly bought five-pound boxes of candies at Christmas.

In recent years, the couple has added new confections such as Lillie Pads, Salty Dogs, Sea Salt Caramels and Cocoa Bombs while keeping longtime favorites such as the “Tortush.”

Deimerly-Snyder – a Marshalltown native and resident – was joined at the event by her husband, who wore a tee-shirt identifying himself as “Chief Taste-Tester.”

It humorously understated his role helping his wife with the challenges of running a small business for more than two decades while helping raise the children’s three sons, who have all contributed to the success of the business in various ways.

Deimerly-Snyder, 50, said the next phase of the business is adding a food trailer – the Lillie Pad Rolling Sweet Shop. Additionally, they are strongly considering adding a manufacturing facility while maintaining the retail location on North 13th Street.

“Aimee did an exemplary job melding Lillie Mae’s storied history while emphasizing the positives and challenges of running a small business,” said Julie Lang of HSMC who coordinated the event. “Of the attendees we had representatives from Hellberg Jewelers, McGregor Furniture, MARSHALLTOWN and Taylor’s Maid Rite – four of the community’s oldest businesses.”

Key Milestones in Lillie Mae Chocolate’s History

1939 – Lillie Mae Candies opened on East Main Street by George Demopolus – named after his daughter Lillie Mae.

1942- the business was purchased by John Moucoulis and Peter Mercuris and moved to 108 E. Main St.

1945 – Andy Mercury joins the partnership.

1947 – Bill Moucoulis joins the partnership. The business was a homemade candy store and café/soda fountain operated by the four partners and was a favorite meeting place for teenagers and adults.

1955 – Bill Moucoulis departs the business.

1965 – John Moucoulis departs the business.

1974 – Moucoulis retired, leaving Mercury as sole owner. Also, Security Bank (now First Interstate Bank) needed the area, forcing Lillie Mae’s and others including Hellberg’s Jewelers to move. Mercury moved all of the fixtures, booths, and original soda fountain to 23 W. Main St. Mercury and a team of men rolled a one-ton mixer through downtown alleys on logs to get it to the new shop – the men helping said “never again”! For 11 years Mercury and his wife Helen with daughters Sophia and Mary – along with countless employees operated the popular café and homemade candy store.

1985 – Mercury and family retire. Mercury’s daughter Georgia and her husband Buck of Los Angeles, Calif., purchased the business and moved to Marshalltown.

1992 – Georgia and Buck close the café and expand the candy business. Candy and chocolate operations were moved from an upper floor to street level where customers could watch products being hand-dipped, a practice that continues.

2003 – Georgia and Buck retire, and Deimerly-Snyder and Snyder purchase the business.

Lillie Mae Chocolates is open Monday – Friday 9 a.m. – 6 p.m. and Saturday 11 a.m. to 6 p.m. Contact 641-758-3155 or yummy@lillymaechocolate.com