For many residents of Swansea, a sunny day trip to the Gower Peninsula is incomplete without a visit to Shepherds, a beloved local shop located just off South Gower Road in Ilston. This iconic establishment has been serving sweet treats for 128 years, attracting generations of visitors from near and far.
A Storied History
Shepherds was founded in 1896 by the Shepherds family and has only changed ownership twice since its inception. In addition to its café, the shop prides itself on stocking locally produced goods, essential convenience items, household necessities, and unique gifts. However, the highlight remains its renowned ice cream counter, featuring a variety of flavors.
Evolution of Ice Cream Production
In the 1970s, the ice cream was made on-site, but changes in regulations led to a shift in production. Today, Shepherds serves Marshfield Farm ice cream, yet its counter remains as popular as ever. Children on school trips eagerly line up for bubble gum flavor, while vanilla, salted caramel, and honeycomb are the top sellers during the week. On weekends, a long-standing tradition continues as older customers travel from as far as Cardiff for the famous rum and raisin flavor.
New Ownership and Continued Tradition
Carla Humphreys and her partner Luke Borrelli took over the business in 2019, ensuring its continuity after seeing it up for sale. Humphreys, a solicitor, and Borrelli, previously employed at Castell Howell, ventured into this new career with enthusiasm. They quickly adapted, embracing the shop’s values and focusing on the needs of the community. They stock high-quality items, including Gower Coffee and rare vegan products, and have established a café offering light lunches and coffees.
Preserving Heritage
Inside the shop, historic photographs adorn the walls, maintaining a nostalgic atmosphere despite extensive interior renovations. Humphreys emphasizes the importance of history, noting that many of their oldest customers recall visiting the shop for ice cream in their youth.
“The ice cream has so much history. Some of our oldest customers remember coming here for it when they were young. You’ve got the bubble gum flavor which all the kids want, and you’ve got the more traditional flavors like rum and raisin too,” Humphreys said.
Community Focus
The owners’ commitment to community is evident in their business model. They strive to meet local demands, often going the extra mile to stock requested items. “Everything that people say, we take on board and we do. It’s a two-way street between us and the customers. People will even text me saying, ‘I want this, I want that,’ and we’ll look to get it for them,” Humphreys explained.
As Shepherds continues to thrive, it remains a cherished part of Swansea’s history, offering a blend of tradition and modernity that keeps locals and visitors coming back for more.
