Liz Joy thought she might open a café in her neighborhood, but a big pivot led her to create a family-focused ice cream shop instead. Joy Ice Cream Social located right on the parade route in Wauwatosa opened on July 4, 2023, with a bang! And it has been a hit with the community ever since!
THE PIVOT
“I had already been working on a café business concept and plan for two years when the space I was planning to use fell through. I was devastated, but I was determined to continue and I had lots of support from the Small Business Development Center (SBDC). My SBDC consultant, Athena Agoudemos, really believed in me throughout the setback. She referred me to banks when I was having trouble finding investors. Working with the SBDC was a true game changer! I tell every small business owner I know to go talk with Athena,” Joy said. Athena also assisted her with financial projections, marketing strategy, and a business plan.
“When people told me, ‘Everything happens for a reason,’ it was hard to believe. However, I am now so passionate about this ice cream shop that has become a place for the community to gather and connect, I believe that the pivot away from the café truly was meant to happen,” Joy said. A historic building right in Liz’s own neighborhood had been vacant for over 10 years, and she discovered this facility, full of character and charm, was the perfect location to begin her entrepreneurship journey.
“We purchased the building in 2022 and were determined to keep the integrity of the space through our buildout. We added entrances, revamped the restroom access, replaced windows, and installed walk-up order windows,” Liz said. “We worked with local artists to create the right aesthetic. Whitney Nettles and Big Shot Robot created the outdoor mural on the building, Persika Design Co., crafted our mural inside, and Michel Cerda painted the window designs.”
THE COMMUNITY
The unique business serves rotating flavors of Chocolate Shoppe Ice Cream, as well as their own cold brew and lemonades. “In the past, we have offered flights of ice cream and flights of hot chocolate so customers can sample four different varieties in one purchase. This summer, we are looking forward to offering flights of our lemonade options,” Liz said. The shop also partners with other local businesses to sell items such as specialty shakes and ice cream cookie cakes.
This collaboration with other community entrepreneurs extends to the retail space in Joy Ice Cream Social, too. “We offer local artisans the chance to display their goods such as candles, soaps, and calligraphy crafts as little pop-ups in our shop,” Joy said.
Community involvement for Liz also includes a group called “Let’s Talk” which is a forum for female business owners in the food and beverage industry to share ideas and best practices, and to ask for help. She also received help via formal business training from area entrepreneurship groups such as Wisconsin Women’s Business Initiative Corporation (WWBIC) and SBDC.
“I really love all the virtual classes offered by the SBDC. As a business entrepreneur with a young family and another full-time job, time to travel to in-person courses is very limited,” Liz said.
Wisconsin Economic Development Corporation (WEDC) also assisted this small business owner. “We received the Main Street Bounceback grant during COVID, and we were awarded a Community Development Investment Grant from WEDC. We used the second grant to help revitalize the old building,” Liz said. Joy Ice Cream Social, a woman-owned business, was also awarded the Diverse Business Investment Grant from Milwaukee Economic Development Corporation.
Accomplishments with UW-Milwaukee SBDC
- Capital infusion
- Financial projections
- Business plan
- Marketing strategy
THE FUTURE
The team at the ice cream shop has grown from 15 to 23 in the short time they have been open. “I am so happy our entire team from last summer is returning to help out this year, and some from the winter team are working this summer, too,” Liz said. She is also looking forward to the possibility of adding an outdoor freezer this summer. “The demand for ice cream is more than the existing storage capacity we have, so I often find myself driving to Madison to pick up inventory when we run out of ice cream from our weekly deliveries.” We wish the best to Liz as her ice cream shop continues to grow and succeed!