“Indulge in Tradition” is the slogan of Treadwell’s Ice Cream, and owner Jerri Roberts says it is a tradition that has kept the business thriving in the Merrimack Valley since the 1960s, despite several changes in location.
The most recent move has brought Treadwell’s to Lawrence.
The business was founded by Russ Treadwell in 1946 in Peabody, where you can still find a Treadwell’s.
Locally, Treadwell’s stand at the corner of Routes 133 and 125 overlooking Lake Cochichewick in North Andover was a favorite stop for decades.
When it lost its Lake Cochichewick home, Treadwell’s set up at Smolak Farms in North Andover. The ice cream window had been in place since 2007. Roberts said the farm needed its land back, forcing the well-loved ice cream purveyor to find a new home.
“The only drawback to the whole thing is that I’m just a person that doesn’t like change, so the whole thing was a little bit of a challenge,” Roberts said. “It’s a challenge as to how to outfit a new location to have your identity, and that’s very important to us.”
Still, Roberts said, she feels lucky to have found the new storefront at Plaza 265 on Merrimack Street in Lawrence. She said she looks forward to being able to offer indoor seating and year-round service again, things that were not possible on the farm.
“It’s a nice thing on a cold day for folks to be able to still come in and sit down and eat a hot fudge sundae, so we’re excited about that,” she said.
The space formerly housed a self-serve frozen yogurt shop, which closed in November.
Roberts said the setup that was already in place has allowed Treadwell’s to offer a condiment bar, which the old North Andover location never had. Roberts said she is also hoping to expand the store’s menu, but for now, she is concentrating on adjusting to the new digs. Roberts said she wanted to focus on bright colors and a welcoming feeling for regulars, newcomers and employees.