![]() One of the oldest customers of Joe's was present at the grand re-opening. Mary Matthews, aged 90, from Killay, has been going to Joe's since she was just two years old (Image: WalesOnline/ Gayle Marsh) We hope that the next generations of our loyal custom base continue to visit us and create happy memories at our parlour.” We wanted to mark the occasion in a way that was befitting of our modest beginnings, and we feel an exciting refurbishment at the same premises where it all began is a perfect way to celebrate with our customers. READ MORE: The story of Wales' most famous ice cream - and the Joe that gave it its nameĭirector of Joe’s Ice Cream, Lucy Hughes, for whom Joe was her great great uncle, said: “At Joe’s Ice Cream, we have always understood the importance of the company’s heritage and history, but for our family business to reach such a remarkable milestone is truly humbling. You can get more Swansea news and other story updates by subscribing to our newsletters here. Inside the parlour, there's new panels documenting its history, old photos and newspaper cuttings. It also launched a new Centenary Sundae - an Italian-style Tiramisu flavoured dessert, specially designed to celebrate its anniversary and Italian heritage. To coincide with the landmark anniversary, Joe's re-opened its signature parlour at St Helen's Road after a rebrand and renovation, giving away free ice cream on the day to all of its customers as a special thank you. ![]() ![]() Since then, the business has grown, diversified and its now in its fourth familial generation, becoming an increasingly recognisable brand in Wales and further afield, with strong community links. His eldest son, Joe Cascarini followed him to Wales and in 1922, he set up his own café and quickly diversified and started serving homemade ice cream at 85 St Helen’s Road – still the site of the company’s landmark premises today. Surprised by the lack of cafés around the docks, he started his own, serving coffee dawn until dusk. The origins of Joe’s Ice Cream can be traced back more than 100 years – to 1898 when Luigi Cascarini travelled from Italy to Swansea in search of work. And this month, Joe's Ice Cream parlour is officially marking its 100th birthday. It is a Swansea institution which has been beloved by the people of the city for generations.
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