If you have a sweet tooth, Maayan Zilberman is poised to become your new favorite artist. A graduate in Fine Arts, she initially worked in the fashion industry but found it limiting for her creative expression. This led her to establish Sweet Saba, a studio renowned for its unique and mesmerizing handmade candies. From lipsticks and jewels to stacks of cash and precious gems, there’s nothing Maayan can’t transform into a visually stunning treat. Her goal is to encourage people to detach from material sentimentality. So, treat yourself, indulge in some sweets, and enjoy this interview.
Hello Maayan, could you introduce yourself to our readers?
I was born on a kibbutz in Israel and mostly grew up in Vancouver, Canada. As a teenager, I moved to New York City to attend Art School, where I majored in sculpture, specifically ceramics. I’ve been living here for over two decades now.
With a background in Fine Arts and as the founder of The Lake and Stars lingerie brand, how did you get into creating candy?
I missed the hands-on aspect of creating. In the fashion industry, especially in lingerie, as you achieve more success and your business grows, you get further away from the actual creation process. I would sketch ideas for collections, wait several months for fittings, but I longed for the immediate results art provides. I started making sugar sculptures in my kitchen as a hobby, and people began placing custom orders. Initially, it wasn’t meant to be a career shift, but I found it so enjoyable that it naturally evolved into a business.
Before Sweet Saba, you made unique and extravagant cakes to order, so I assume you have a sweet tooth. What’s your favorite dessert, candy, or food?
Surprisingly, I don’t have much of a sweet tooth. I enjoyed making cakes because of the challenge of building something structural that could be eaten and enjoyed in a celebratory setting. Sugar is versatile and acts as a beautiful sculptural material since it’s inherently a crystal. People react to sweets like they’re magic, which has always fascinated me. I do have favorite sweets though: I love Maple Fudge, Red Vines licorice, and I’m obsessed with collecting candy when I travel. One of my favorite market stalls in Madrid sells long gummy ropes, and I’ve always dreamed of making a macramé artwork out of them.
The name Sweet Saba translates to ‘grandfather’ in Hebrew. Is it a tribute to your grandfather, and did he inspire your culinary creativity?
Yes, I spent a lot of time with my saba growing up. He was one of the few people who understood and encouraged my unusual interests and curiosities. I love that my company’s name allows me to talk about him regularly; it’s a perfect way to keep his memory alive.
I’ve heard that no piece of candy at Sweet Saba is alike. Is maintaining the artisanal, handmade nature of your products important to you, or would you consider outsourcing and industrializing the process as your company grows?
All our luxury candies are handmade from molds I create out of clay sculptures or from actual items like lipsticks or Rolexes. We’re also launching a more affordable line by the end of the year, which will be produced off-site in a more industrial manner.
Your candies replicate precious items like Rolex watches, lipsticks, and gems—things people usually cherish. Do you think any of your clients would rather keep your candies because they’re too beautiful to eat?
This happens quite often. Some clients have even framed the candies. My intention was to create precious items from a material that dissolves, encouraging people to let go of material sentimentality. However, I’m flattered when people cherish them.
What’s the most extravagant piece of candy you’ve created?
I made hundreds of stacks of cash, all hand-painted with Benjamins, for an installation at Art Basel. It was a collaboration with the video game company Rockstar.
You’ve collaborated with Jimmy Choo and Delpozo, creating beautiful and intricate sweets. Do you have a dream collaboration?
I’d love to collaborate with Raf Simons on an installation for Calvin Klein or with IKEA. Creating a stylish and accessible kitchen/studio collection would be amazing.
Your company has mainly operated through pop-up stores. Do you plan to open a permanent space?
We currently have an exclusive collection at Bergdorf Goodman in New York City. Pop-ups have been fun because they allow for a completely new theme each time. I hope to open a brick-and-mortar store within the next couple of years, both here and in Japan. We’ll see what the future holds!