In a cozy venue filled with sparkle, laughter, and the sweet scent of cupcakes, a beautiful kind of magic unfolds. It’s not just the magic of birthday wishes or perfectly curated princess themes — it’s the magic of confidence, sisterhood, and a purpose that runs deeper than glitter and glam. This is the heart of Sugar Plum Parties, a vibrant, independently owned business led by sisters Sherrice Massiah and Tracy Parris-Benjamin, who have turned party planning into a powerful tool for empowerment.
Sugar Plum’s story began with a simple Facebook scroll. Massiah stumbled across a franchise opportunity for a whimsical party business and felt instantly intrigued. At the time, she was still working her corporate job, as she still does today, but something about the idea of creating joy for young girls sparked curiosity — and something more.
“We had always talked about starting a business together,” Massiah recalls. “And this just felt like the right fit. We’ve always loved planning parties, and we thought—why not marry that passion with something purposeful and fun?”
Originally part of a Boston-based franchise, Sugar Plum officially opened its doors in 2018 after months of planning. But when the pandemic hit in 2020, the franchising model faltered. Many locations closed, and the franchisor stepped away from the business. Against the odds, Massiah and Parris-Benjamin kept going. They adapted, pivoted, and ultimately transformed Sugar Plum into an independently owned labor of love.
That transformation brought with it not just logistical changes, but a deeper infusion of the sisters’ vision: a party business with a mission.
“We say we party with a purpose,” Parris-Benjamin explains. “We focus on confidence building, especially for young girls, because we’ve seen firsthand how early self-doubt creeps in.”
From positive affirmations to personalized touches, every Sugar Plum party is crafted to be more than a celebration, it’s an experience where each child, whether the birthday girl or a guest, leaves feeling seen, valued, and celebrated.
“Something happens around age five,” Parris-Benjamin reflects. “Girls start comparing themselves—my hair isn’t straight enough, I’m too short, too tall. We wanted to create a space that interrupts that narrative and replaces it with kindness, confidence, and self-love.”
At Sugar Plum, every detail matters. From themed decorations to optional beauty stations, the experience is always flexible and child-focused. “If a child is shy or has sensory needs, we adapt. If they’re bold and outgoing, we celebrate that too,” says Massiah. “Our goal is to meet each child where they are — and lift them up.”
That intentionality is part of what makes Sugar Plum so special. Another is the example Massiah and Parris-Benjamin set simply by being themselves.
“We didn’t set out thinking we’d be role models,” Parris-Benjamin admits. “But it’s powerful. We have parents and kids who come to our parties and say, ‘This inspires me to start something of my own.’ It’s girl power in action.”
Their passion extends beyond the venue walls. With a background in social work, Parris-Benjamin hopes Sugar Plum will continue to grow as a pillar in the community — supporting underserved children, collaborating with other local businesses, and creating space for empowerment and creativity. Expansion is a goal, too, but never at the cost of the integrity they’ve built.
“We want Sugar Plum to be a name people know — not just for great parties, but for the feeling they leave with,” says Massiah. “We want to grow, yes, but grow in a way that protects the care and joy we pour into every event.”
Parris-Benjamin agrees. “It’s a lot of work. But the reward is in those moments, like when a shy little girl does the Sugar Plum Shuffle at the end of the party, beaming with confidence. That's magic.”
From discovering a Facebook post to a flourishing sister-owned business, from sister dream to community impact, Sugar Plum Parties is more than just a place to celebrate birthdays. It is a celebration of self-worth, sisterhood, joy with intention, and every child leaves not just with glitter on their cheeks, but with pride and confidence in who they are.
Sugar Plum Parties
Children's Party Service in Green Brook Township, New Jersey
Location: Green Brook Plaza
Address: 326 US-22 West, Green Brook Township
Phone: (732) 968-5740
Website: sugarplumpartiesnj.com