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About our Market

Sweet to the Soul is a community of makers that deeply care about each other and the success of one another. 

Sweet to the Soul was founded by Jennifer Cluff and Lindsay Persons in 2015. These two women dreamed of a market filled with handmade goods and friendships that were like honey, sweet to the soul!

Sweet to the Soul is a bi-annual event that averages about 4.5k shoppers and 250 shops and food trucks. Sweet to the Soul has taken over the west valley and has become more than just a market, it's a way of life!

About  the Founders

  Jennifer Cluff

Jennifer is an Arizona native, graduating from Barry Goldwater HS and attended Phoenix College for Interior Design. Jennifer resides in Peoria with her husband and her beautiful daughter and son. 

When asked what makes Sweet to the Soul special, she responded with:

"By giving small businesses our support we are able to positively impact our communities. One of our main philosophies is community over competition. We have been so blessed to have the opportunity to build such a strong Sweet to the Soul community. We love the family Sweet to the Soul has become."

  Lindsay Persons

Lindsay is an Arizona native, graduating from Cactus HS and attended Northern Arizona University for Interior Design. She resides in Surprise with her husband and four adorable boys.

When asked what her favorite part of Sweet to the Soul is, Lindsay responded with:



"Oh man, there is so much I love about Sweet to the Soul! I love getting to know vendors and their shops as we prep for market. I love market day when we wake up early and head to the stadium to find a line of people waiting at the gates to shop from our community of makers. I love watching friendships form between vendors and between vendors and shoppers. Sweet to the Soul is an event that I look forward to every year purely because of the people that are involved."

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