The shop has been part of the local community for generations and has become an iconic stop off for travellers
For many people taking a sunny day trip to the Gower in Wales, the outing isn’t complete without a pit stop at a particular local store in Parkmill.
Shepherds, just off the bustling South Gower Road, has been serving up sweet delights that have drawn people from near and far for generations.
It has been a staple of Swansea’s history for 128 years, first established in 1896 by the Shepherds family and changing hands only twice since then. Besides its cafe, it prides itself on offering locally sourced goods, essential convenience items, household products, and unique gifts.
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However, the real star attraction is its renowned ice cream counter, boasting an array of flavours.
Back in the 1970s, the ice cream was made on-site, but after regulations shifted, suppliers took over. Now, Marshfield Farm ice cream graces the counter.
But its popularity hasn’t waned, with long lines often seen, filled with schoolchildren eager for a couple of scoops of bubble gum flavour. Vanilla, salted caramel, and honeycomb are the top sellers during the week and the weekend sees a nod to tradition as older customers journey from as far as Cardiff for a taste of the famous rum and raisin flavour, reports Wales Online.
The current owners, Carla Humphreys and her partner Luke Borrelli, took the reins in 2019 to save the business when they saw it was up for sale. Despite being out of their depth initially – with Ms Humphreys being a solicitor and Mr Borrelli working at Castell Howell – they quickly adapted to their new roles.
They wholeheartedly adopted the values that have made the shop successful over the years. Staying true to tradition, they based their business model on the needs of the community, going above and beyond to stock requested items from those living in the rural area.
They prioritise stocking high-quality goods, such as Gower Coffee and hard-to-find vegan products, and even set up a cafe offering light lunches and coffees.
Inside the shop, photos from its early days are displayed behind the counter, maintaining a sense of its original charm despite significant renovations to the interior when they first took over.
Ms Humphreys said: “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 flavour which all the kids want, and you’ve got the more traditional flavours like rum and raisin too.
“Customers have also said that they come down here for things they could not get from other places. We look to stock good quality products, vegan and organic foods, and the things that people want, just to run as a good old fashioned convenience store.
“We try to keep as much local and Welsh made stuff in as we can, without it becoming silly.”
She added: “Everything that people say, we take on board and we do. It’s a two way street between us and the customers, we want to have what they want here for them. People will even text me saying: ‘I want this, I want that’ and we’ll look to get it for them.”
Caroline Rutter, who is set to celebrate a 25-year milestone working at Shepherds this November, shared her journey, she said: “I first started just as a Sunday shift, and it became more and more, and I have done four days a week for around 20 years now.
“The best thing about working here is definitely the people, we have had the same customers coming here every day. They become not just customers, but like family and friends.
“I have seen people grow up, coming here as kids and now in their twenties. Everyone knows each other and will pass on messages to each other through us. The loveliness of everybody makes my day, it’s good to have an old fashioned chin wag.”
Shepherds can be found at South Gower Road, Parkmill, Swansea, postcode SA3 2EH, and is open from Monday to Saturday between 8am and 5.30pm, and Sundays from 8.30am until 5.30pm.
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