New ice cream venue opens inside Fair Trade Cafe’s Roosevelt location

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Jesse Robinson, owner of The Sweetness, scoops ice cream in preparation for his shop's opening. The Sweetness, a new ice cream shop inside Fair Trade Cafe's Roosevelt location, is holding its grand opening Friday. (Madeline Pado/DD)

A new ice cream store inside Fair Trade Cafe’s First Avenue and Roosevelt Street location is holding its grand opening Friday.

The opening of The Sweetness will include a promotion sponsored by the Downtown student government for a free small ice cream to the first 125 ASU students after 6 p.m., said Jesse Robinson, The Sweetness’ owner.

“The way we’re unique comes out in the ice cream itself,” Robinson said. “There’s an emphasis on keeping it simple.”

The store serves all homemade ice cream. Currently, there are no toppings offered, but Robinson said they may offer them in the future.

The Sweetness will be open from 2 p.m. to 2 a.m. Thursday through Saturday and from noon to midnight on Sunday, but Robinson said his goal is to eventually serve ice cream 24 hours a day.

“It’s for the students down here, the people who I know are awake,” he said, adding that he wants everyone to come in. Robinson said he is considering taking either Maroon & Gold or Sun Dollars at the store.

The ice cream will be sold alongside products from Fair Trade.

“We thought it would be a good fit: coffee and pastries and ice cream,” said Stephanie Vasquez, one of the co-owners of Fair Trade Cafe. “Fair Trade totally believes in and supports in local business.”

When Robinson, who was a regular Fair Trade customer and eventually became a friend of the owners, needed space, they offered it to him.

Robinson clarified that the two are separate companies but said that the Fair Trade owners helped him a lot.

“I couldn’t have done this without their support,” he said.

Montserrat Arredondo, a social work sophomore, has worked at Fair Trade Cafe in its Civic Space Park location closer to campus for nearly a year.

“We had people coming in today thinking (The Sweetness) was at this location wanting to check it out,” Arredondo said. She visited the store Thursday to try the ice cream for the first time during its soft opening.

Arredondo said she hopes that if The Sweetness does well, it will also be offered at the location in Civic Space Park.

Contact the reporter at jamie.killin@asu.edu

Correction: November 8, 2011

An earlier version of this article stated The Sweetness is open Sundays from 2 p.m. until 2 a.m., according to what owner Jesse Robinson initially said and the business Facebook page. The story has been changed to reflect The Sweetness’ business hours Sunday are from 12 p.m to 12 a.m.

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