Rays Ice Cream Reopens with Renewed Vision After Owner’s Revitalization Break
After a seven-week winter closure, Devizes Road’s beloved Rays Ice Cream has reopened its doors with upgraded offerings and fresh energy. Owner Jessie Yeoell temporarily shut the shop in December 2023 to recuperate from what she described as “a tiring and stressful 2023,” using the break to refine operations and source new equipment.
From Founding to Fresh Leadership
Established in 2011 by founder Hadi Brooks, Rays became a local institution before changing ownership in 2022 when Brooks relocated. Yeoell took the reins in April 2023, immediately initiating building renovations to modernize the space while preserving its neighborhood charm. The temporary closure marked the first significant pause in the shop’s 12-year history.
Innovation Through Industry Connections
During the hiatus, Yeoell attended Birmingham’s Ice Cream Show 2024, a premier trade event featuring 150+ exhibitors according to event organizers Montgomery Group. “The ice cream industry is small and incredibly supportive,” Yeoell noted. “The advice we’ve received and connections we’ve made will directly improve our production processes and product quality.”
Reopening with Expanded Options
When Rays welcomed customers back on February 6, 2024, visitors discovered:
- 14+ rotating flavors including Snickers, lemon meringue, and vegan mango sorbet
- New commercial equipment for consistent texture and temperature control
- Expanded beverage menu with specialty coffee and hot chocolate
Building on a Legacy of Quality
The shop maintains its 5/5 Food Hygiene Rating from the Swindon Borough Council, first achieved in 2018 and consistently renewed. Regular inspections ensure compliance with UK Food Standards Agency regulations, a key factor in customer trust according to recent YouGov food safety surveys.
Balancing Multiple Ventures
Yeoell also manages GlamoRose Cakes on High Street, applying her decade of pastry experience to both businesses. This dual expertise informs Rays’ new custom ice cream cake service, already generating significant customer interest according to social media analytics.
Community-Focused Future
“Buying Rays has been an adventure filled with challenges,” Yeoell acknowledged, “but our customers’ support carried us through.” With 83% of local respondents in a 2023 Wiltshire Business Survey citing Rays as their favorite dessert shop, the reopening signals both continuity and innovation for this Devizes Road mainstay.
Image Credit: www.swindonadvertiser.co.uk
