Today we’d like to introduce you to Justin Williams
Hi Justin , we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I have always loved ice cream and I love good food. For years, when I was young, I casually thought that opening my own ice cream shop would be cool. After working in the restaurant business for a few years while I was going to college, I had gotten a good amount of experience in the food business. After work one day, over ten years ago, I told my wife that I thought it may be a good time to open an Ice cream shop. It was when they were rebuilding the Provo Tabernacle and turning it into a temple. She told me to go for it! And I said ” if I were going to do it that it had to be the best ice cream ever.” My wife kind of laughed at me, like – “well, good luck with that.” In my mind, it was not worth doing unless I made it the best. Right then and there we made a plan and started to create recipes and experiment with different ingredients. This went on for a couple years where we would make homemade ice cream a few nights a week, extensively research ice cream, invite friends over for taste tests, tons of recipe concocting, and, Justin took ice cream courses, etc.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The only smooth thing about this whole experience is the ice cream itself – ha ha! Anyone who has started their own business knows, it is nothing but challenges. Our first challenge was when the bank wouldn’t approve an SBA loan for us. At that point, for a short time, we literally thought, “well, that’s it, we can’t do it.” Obviously, we didn’t give up at that point, but the obstacles have been endless ever since. You learn to keep going and pushing though every one of them.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My most favorite part of my work is creating our products. I love everything about the creation process. I love to dream up new flavor combinations for our ice cream. I love thinking out of the box and trying to create unique or elevated elements to what I come up with. I will have an idea and write it down and then I will start experimenting in the kitchen and coming up with new mix-ins or sauces to swirl into the ice cream. There is a lot of trial and error. That is how we get the best. We make everything. If the ice cream has cake in it, we made the cake. If it has hot fudge in it, we made the hot fudge. If it says Pina Coloda, we made it with pineapple and coconut. We don’t use flavorings, pre-made, store bought stuff. That is what sets us apart from the others. We are definitely proud of that.
Can you share something surprising about yourself?
I love to scuba dive! Aside from creating ice cream and being with my family, there is nothing else I would rather do! I got certified a few years ago and we got one of our sons and one of our daughters certified too – so they could go with me. Some of the places we have been to scuba dive is Mexico, Puerto Rico, California, and Florida. We have a tripped plan to Hawaii this year and I can’t wait to scuba dive there. I also volunteer at the Loveland Aquarium a couple of times a month and scuba dive in their tanks with the Sharks and River Monsters and help clean everything while I am in the water. I love how being under water with all the sea creatures just takes you into another world.
Contact Info:
- Website: https://www.rockwellicecream.com
- Instagram: @rockwellicecream
- Facebook: Rockwell Ice Cream Co
- Yelp: Rockwell Ice Cream
