In celebration of Croctober, Crocs has teamed up with viral TikTok sensation The Sugar Dealer, for a unique and delicious collaboration.
Known for her decadent brownies and boasting over 260k followers on TikTok, The Sugar Dealer is creating limited-edition Croc-themed brownies available to the first customers purchasing a pair of clogs at Crocs Newmarket and Christchurch on October 23rd, official Croc Day.
In this Q&A, we chat with Claudia, the brains behind The Sugar Dealer, about the exciting partnership, the inspiration behind these sweet treats, and what it’s like merging her baking talents with a global brand.
Tell us about your recent partnership with Crocs and how it came about.
“Crocs NZ contacted me about a collaboration for Croctober – I’ve never replied “yes” fast enough! We’re creating custom Crocs brownies to give away at their Auckland and Christchurch stores on official Croc Day (October 23rd). Plus, I’ll be hosting a giveaway on my TikTok, so stay tuned! It’s exciting to see two different businesses team up like this. I’m grateful to Crocs for supporting a small business – it’s so nice to be able to work with larger businesses that are killing it.”
What’s been the most fun or unexpected part of working on this Croctober collaboration?
“For my first attempt, I made a 3D Croc brownie – my first ever! It was a fun challenge, but chocolate sets quickly and is trickier to work with than icing. I ended up keeping that Croc for two weeks because it took me three hours to make, and I simply couldn’t let it go! Honestly, the whole collaboration was exciting, especially since the entire team got involved and loved it. Usually, it’s just me handling brand collabs.”
If you had to choose six Jibbitz that perfectly capture your vibe, what would they be?
“I have four pairs of Crocs, and they’re all fully loaded with Jibbitz. I would say six that perfectly capture my vibe are the 3D ice cream, Super Mario Yoshi, the mini cooking pan, the chocolate block, the Squishmallow, and Patrick from SpongeBob.”
As a successful female business owner making waves in the bakery world, why does this partnership hold special significance for you?
“A lot of people view me as successful because I’m a 21-year-old with a bakery on K Road, and while material success is nice, self-fulfillment is where I find the most feelings of success. I only collaborate with brands I genuinely love because integrity matters to me. This partnership aligns perfectly with my values, making it feel authentic rather than just another marketing ploy, which so many businesses pursue for an easy money grab.”
In almost all of Claudia’s TikTok’s she’s seen wearing 1 of her 4 pairs of crocs while working in her new store on Karangahape Road, Auckland.
How would you convince a Crocs sceptic to get their first pair? What’s your best pitch to win them over?
“I think a drawback for a lot of people is that Crocs can look goofy, but that’s actually their charm – ugly is in! I love how ‘unserious’ they are, though it does take a couple of wears to get used to the look. My favourite aspect, though, is the comfort. I work long hours, often on my feet for 15 hours a day, and as long as I’m wearing my Crocs, my feet don’t hurt at all!”
Looking ahead, do you see more opportunities for collaborations like this? What’s next for The Sugar Dealer?
“I always love a fun collab and jump at the chance when the opportunity arises. However, the end of the year is a busy time for The Sugar Dealer. Right now, I’m focused on corporate orders for November and early December, and the second half of December will be packed with Christmas orders. Special occasions like this keep us busy for the entire month – and often even longer – thanks to all the prep work involved.”