Some people say the early bird catches the worm, but for Tony Nixson, the early bird catches the customers.
Nixson has been the owner of Sweeties Donut Shop since March 1, 1980. It was first rented out to him and located where Taco Bell currently is.
He built the new location at 1903 Live Oak St. in 1997, where the shop has flourished ever since.
Nixson’s morning starts before the sun rises and the birds chirp. It begins the same each day, making some of the 38 flavors of donuts offered.
The traditional glazed is usually the top seller, but is never too far behind the Bavarian crème-filled éclairs and maple-drizzled cinnamon buns with walnuts.
Homer Simpson says it best. Mmmmmm, donuts.
“I prepare all the trays, set the dough, get everything ready to put out, and get my chocolate-glazed ready,” Nixson said. “The dough has to rise, and I have to cut it into pads, make it into donuts, and let it rise again. I get here between 3 and 3:30 in the morning and have the donuts ready by 6 a.m.”
A quick drive by Sweeties in the early morning hours will show the parking lot full.
“I put out a good product,” Nixson said. “I keep my quality up by staying her all the time. I don’t let the quality slip.”
Among his regulars, are a group of faithfuls, including Texas A&M University-Commerce professors and others involved with the University, some of whom he affectionately refers to as the “coffee gang.”
“We get a lot of good people come through here,” he said. “We have our coffee gang. The one who’s been here the shortest has been coming here two years, and the longest one’s been coming 25.”
Nixson started working in a donut shop when he was sixteen, 34 years ago.
“I liked what I did,” Nixson said. “I liked my boss. He’s the one who helped get me set up in Commerce.”
Nixson is a graduate of Texas A&M University-College Station. He earned a business management degree, and has been in business for himself ever since.
“I’m very thankful for my customer base, especially my regular customers because they’ve been good to me over the years,” Nixson said. “I like to think I provide a nice place for them to come and socialize and have a good time.”
“The camaraderie is what I like most. We have a regular group that shows up every morning. It’s quite a diverse and talented group, and there’s no topic we can’t discuss somewhat intelligently,” Dr. Joe Webber, former dean of students at the University said.
Webber has been coming to Sweeties ever since Nixson started the shop in 1980.
According to Nixson, people range from high school graduate to individuals with doctorate degrees and everyone’s treated the same.
“We all pretty much speak our mind, but we do it tactfully,” Webber said. “We do it in a caring way. We’ve got everything from conservatives to yellow-dog democrats. Every once in a while a voice in the back will go ‘that’s enough, keep the noise down, Webber get out of here.’ As you can see, we’re out connecting now. We just discussed WWII.”
According to Webber, the gang takes care of one another even when people get injured.
“He [Nixson] got injured because of this donut shop and he’s doing well because of this donut shop. He was helping a friend that he met through this shop and a refrigerator fell on his leg.”
Nixson agrees that he has formed special with all his regulars, creating a family away from home.
“It’s like any small business in a small town. You form a bond that’s kind of like an extended family,” said Nixson.