Joe’s Ice Cream reaches a major milestone this month when it celebrates a mighty 100 years in business.

To mark the event, the company will unveil the grand reopening of its signature parlour on St Helen’s Road, Swansea, as well as a brand new dessert, namely the Italian-style Tiramisu which will be known as ‘Centenary Sundae’.

Joe’s Ice Cream can be traced back to 1898 when Luigi Cascarini travelled from Italy to Swansea in search of work.

Surprised by the lack of cafés around the docks, he started his own café where, according to legend, he served coffee from dawn until dusk. 

Luigi was followed to Wales by his eldest son Joe who, in 1922 set up his own café in 85 St Helen’s Road. 

In no time he’d started serving homemade ice cream and the St Helen’s cafe remains the site of the company’s landmark premises today. 

Since 1922 the business has continued to grow and diversify and is now in its fourth familial generation, becoming an increasingly recognisable brand in Wales as well as further afield, with strong community links.  

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“We’ve 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,” said Lucy Hughes, Joe’s Ice Cream director. 

“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.

“We hope that the next generations of our loyal customer base will continue to visit us and help us create happy memories at our parlour.” 

Later this year, the national Storytrails project will connect Joe’s history with the Swansea community.

Storytrails is an immersive experience which brings untold stories from the past to life through the magic of the 3D internet and augmented reality – the same technology that players of Pokémon will be familiar with. 

Storytrails will take place over a free two-day festival from 10 - 11 August at the Central Library.

The public will be invited to walk a short trail around Swansea centre to discover the surprisingly dramatic history of Joe Cascarini his sister Gerardina.