Just in time for August heat, ice cream on Main Street

SALISBURY — Sweet William’s, the latest addition to Salisbury’s business landscape, opened last week and business was good.

“For a ‘soft’ opening, it went very well,†said Sharon Hamilton, who is the friendly face at the cash register.

Owner/baker Jason Young said business has been steady and increasing, although he was careful not to be  giddy.

“We’ve only been open four days,†he said Thursday, after taking a complicated order for cakes from a Massachusetts customer expecting guests over the weekend.

“But as word gets around...â€

Appalachian Trail hikers have been disappointed this summer to find the ice cream store gone, ice cream being perhaps the least practical food to put in a backpack.

Sweet William’s got something for them, and everybody else: ice cream sandwiches, ginger with a ginger cookie; coffee with an almond cookie; and vanilla bean with a chocolate chip cookie.

The ice cream is from SoCo Creamery in Great Barrington. It all looks good.

As does the shop, which used to be devoted exclusively to SoCo ice cream.

“It was gutted,†Young said of the space. The hardwood floor in front was refinished, and the display cases are now large and well-lit.

“It was an ambitious project, to get this open in two and a half months,†he added.

Sweet William’s bakery in Falls Village is still in use, but the retail operation is only in Salisbury now. The Salisbury store hours are Thursday through Saturday, 8:30 a.m. to 4 p.m., and Sunday, 8:30 a.m. to 2 p.m. Call 860-435-8889 or see sweet-williams.com for more information.

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