Hazel’s Cremerie, a terrific new Ice Cream Sandwich business in London was cofounded by Nina and Josh back in August 2020. Having both lost their jobs because of the pandemic they created a unique and exciting product that they could deliver to their friends and family.
After a great popular response, they decided to bring it to the public. Through home delivery, they gained interest from grocery stores/larders and restaurants in which they are now in 8 stores across London. This summer they launched in markets around London including Venn Street (Clapham), City Island and Royal Wharf (Ace Events) and more.
Nina and Josh are passionate about bringing their Ice Cream Sandwiches to as many people as possible until everyone in London has tried one!
Honest Food Talks was excited to learn more about this bustlin’ new ice cream business that we had to reach out to the co-founders! Here’s our interview with Nina, where she shares more about Hazel’s Crèmerie.
Where did the idea for Hazel's Cremerie come from?
My partner Josh and I wanted to create our own Event Company first, as Josh trained as a chef and I had done multiple fronts of house jobs. Then, when the pandemic first started we knew this wouldn’t be possible as everyone had to stay at home.
However, we thought why not try and deliver handmade goods to people doors to try and spread some cheer. We both love desserts and wanted to make our own Ice Cream at home anyways and we wanted to make something a little bit different, thus, Ice Cream Sandwiches.
What does your typical day look like and how do you make it productive, keep yourself busy?
A typical day for us involves making big batches of cookies first and then moving onto making our Ice Cream bases or churning bases we have made from the day before.
We try and make our days as productive as possible for example, Monday to Wednesday we do production, Thursday/Friday is packaging and the weekends are for markets or private events.
I think having structure and goals for the day ahead, for us, helps us achieve our best work each day.
What is one habit of yours that makes you more productive?
I think for both of us, being organized is really important for us, both personally and professionally.
I have always been quite organised and I love my planners, diaries (yes plural!) and label maker! In all seriousness, if I didn’t have my planner and highlighters with me I wouldn’t show up to anything because I would forget!
With the business, everything has its place, its section on a shelf or a box. It really helps productivity during producing days because we know where everything is when we need it.
What advice would you give your younger self?
For me, I would say that anything is possible. If someone told a little Nina that she would have her own business one would day she would have freaked or laughed at you in the face!
You don’t always need the qualifications or the best grades to make something for yourself, you just need passion, bravery and belief that you can do it!
Josh added that his advice to his younger self would be: “I would say to not stress too much about the future. To work hard and everything will come in due time”.
What is the one thing you do over and over again and recommend everyone else do?
Personally, practise self-love. I am by no means perfect at it at all, but a little bit each day helps me.
Professionally, when starting a business there are always ups and downs. So, I try my best to not be too hard on myself. You just have to ride the wave and carry on.
What is one strategy that has helped you grow your business?
For us, it has been going to the markets. Not everybody’s business or products can work at a market but for us luckily it can.
The markets for us are about exposure to different areas of London rather than just where we live. We have traded in North, East, West and South London.
It helps a lot with gaining followers, meeting other market traders and building connections with lots of different cultures of people. Plus, I love meeting our followers and new people who have never had an Ice Cream Sandwich before.
What's one trend in the F&B industry that excites you?
Not so much a trend but we love seeing how many small businesses have started during the pandemic.
Their lives changed and they chose to adapt and overcome the obstacles in front of them. Using their creativity to build a new life and future for themselves just like we had to do.
That excites us because small businesses are awesome!
What is the best £20 you recently spent? What and why?
In all honesty, it was two meals from a fellow market trader called “Lovely Bunch of Coconuts”. Their Mauritian food is unbelievable. We are big fans!
What is your favourite quote?
We love the quote from Robin Williams, “You’re only given a little spark of madness. You mustn’t lose it.”
What are some of your favourite places to eat at?
Pizza Pilgrims, Bao, Taco’s Padre, Lucky Cat and Poor Boys Kingston. Since Josh is a chef we love eating out!
What's the best thing to order from Hazel's Cremerie?
The ‘Classic Hazel’ as it is an assortment of five different sandwiches. Customers are able to have one of each and this option is popular with first-time buyers and they make great gifts as well.
We also have other flavours which include:
- Brownie + Salted Caramel,
- Strawberry + Clotted Cream Shortcake,
- Vegan Chocolate and Pistachio,
- Milk Choc + Cereal Milk, and
- Peanut Butter + Caramelised Banana.
Are there any exciting plans coming from Hazel's Cremerie soon?
We are expanding our Vegan Range of Ice Cream Sandwiches very soon.
For the colder months, for the markets, we are going to be doing Fried Apple/Pumpkin Pies with our Ice Cream.
We are excited to bring back our seasonal products for the winter including our Hazel’s Pumpkins and our S’mores Ice Cream.
Hazel’s Crèmerie is based in Blackheath, SE London. You can find out how you can get your hands on their delicious products by checking their website, or social media below.
Next, read about Shannon Jinks, a vegan chef that specialises in serving vegan gourmet baked goods!