Interview with Sugarwitch Ice Cream Sandwiches founder Sophie Mendelson

We are doing something a little different today (and hopefully something we will do more of) by showcasing a queer-owned business in the St. Louis area, and best of all, they make ice cream sandwiches to die for. Sophie Mendelson took a break from making treats to discuss the founding of the store, its mission, and the pains and joys of running a small business.

Q)   You founded Sugarwitch when you were still in grad school in 2019, how did that come about and how did you survive as a new business during covid?

My wife and I founded Sugarwitch while we were grad students at Mizzou; we naively thought we’d have a lot of extra free time over the summers in grad school, and wanted to be doing something tangible. We’d been talking about trying to do the ice cream sandwiches for a little while, and trying them out on friends, but took the plunge in 2019. Then, right, Covid hit. We were incredibly lucky to be at a point in the business where we were extremely flexible – we were sharing kitchens, so no rent agreement; we didn’t have any staff; we could just hit pause until we had more information about how this “new normal” was going to work. We also made the move to St. Louis over the course of 2020, and so it was a natural transition point. We took our time getting back open.

Q) Besides offering delicious ice cream you provide a gathering space for queer and abortion access activism,  was being a robust part of the queer community part of the plan from the beginning?

Absolutely. We joke that the ice cream is part of the gay agenda. But yeah, from the get go it was clear to us that we were going to be transparent about who we were, who our team is, and the politics we stand for. The issues we talk about are very tangibly present in the lives of ourselves and our team.

Q)   You name your creations after witches in literature and mythology,  what about witches is that is a source of inspiration for you?

I’ve always been a sci fi/fantasy lover and a huge reader, since I was a little kid. So witches have always had a positive association: powerful, cool, edgy, drawing strength from outsider status and community both. I think there is a sort of inherent queerness to witches, and that resonates. It’s also just a fantastic way to connect with people! So many folks love these characters, too, or are excited to get a bonus book/movie/etc recommendation along with their treat.

Q) I saw that you were recently selected to participate in the Midwest Dairy Accelerator, an   initiative to help startups in the dairy industry,  How did that come about and not to jinx you but  do you have any ideas what you would do with the prize money if you won?

Womp womp, we didn’t win! But it was a great experience and I learned a ton. Things we’re looking to invest in as we expand are additional freezer infrastructure, a commercial dishwasher – super glamorous exciting stuff like that! But also, hopefully, someday the addition of indoor seating at our cafe.

Q)  What is the best and worst part about running a small business?

The worst part is the stress of being responsible for the livelihoods of nearly 20 people who put in a tremendous amount of hard work to make this thing happen. The best part is knowing that we’re making truly some of the best ice cream there is, and that we’re doing it while contributing to meaningful community for our team and customers alike.

Q) Where would you like to see Sugarwitch in five years?

In five years, I hope we’re doing pretty much what we’re doing now – just better! I want better year-round stability (seasonality is so tricky), I want indoor seating and an expanded cafe, I want our ice cream setting the standard for artisanal ice cream in St. Louis, I want to be known as a community institution that lives up to its ideals.

Q)  Do you have any new treats coming down the pipeline?

We always have new flavors in the works! This time of year, we’re looking ahead to the fall and winter holiday season, so we’re thinking about cozy flavors like horchata, chocolate orange, squash (beyond pumpkin spice!), pecan everything…

Q) If people want more information about Sugarwitch where should they go?

The best thing is to follow us on Instagram @sugarwitchic! But you can also check out our website at www.sugarwitchic.com

Final four questions –we ask everybody.
Q) When the zombies take over the world where will you be?

In my (so far imaginary) mountain cabin with my family eating lots of really delicious food until we can’t anymore

Q )  What is your favorite Fandom  (could be sports, pop culture, favorite director or author)

Heartstopper

Q) What piece of art, be it in the form of music, a book, a film or picture, do you think people must experience before they die?

A perfectly, perfectly ripe peach

Q) Give one fact that most people would not believe about you?

I have synesthesia! A low key kind where individual numbers and letters have colors. It makes reading a little bit more fun, and dates & phone numbers easier to remember.