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September 16, 2024
LA CROSSE – The Pearl Ice Cream Parlor & Confectionery – a La Crosse staple – has been scooping up old-fashioned ice cream in an atmosphere reminiscent of a slower time for the last three-plus decades.
And its appeal, Co-managers Azia Thelemann and Dani Peterslie said, has only grown since the business’s inception in 1993.
Though it has always made and offered homemade and nostalgic candies, Thelemann said its dedicated confectionery space and coffee house came later.
All three business arms reside under one roof, Thelemann said, and flow into one another in the historic Vincent Schwarz Building.
A bit of history
According to the company’s website (pearlicecream.com), the building was built in 1874 and is on the National Register of Historic Places.
Peterslie and Thelemann said their parents,TJ and Michelle Peterslie – the original owners of The Pearl – set out to create an ice cream parlor reminiscent of an earlier time.
“As they collected items from various antique stores, a theme became apparent,” Thelemann said. “My parents collected a lot of antiques and vintage items, and the idea of an ice cream parlor sprung from the ice cream decor.”
She said the shop features a 1930s soda fountain, glassware from the 1930s, antique tables and chairs, a vintage dipping cabinet and plenty of antique ice cream parlor decor.
“There used to be an ice cream parlor in every town, and there was a mass exodus with so many of them closing,” Thelemann said. “Now we’re seeing more of them starting again.”
As customers enter The Pearl, Thelemann said they are greeted with music from Frank Sinatra and Billie Holiday and the scent of the parlor’s freshly made waffle cones.
“The scene is a step back in time, with heavy wood around the soda fountain and ice cream dipping cabinet, and on the walls, a neon sign says ‘ice cream,’” she said. “Sundaes are also served in glassware dating back to the 1930s.”
Scooping up deliciousness
The homemade ice cream, Thelemann said, is the biggest draw – with various flavors featured on the wall.
She said the Pearl features old-school flavors, such as Pearl vanilla, chocolate and butter pecan, but the establishment keeps things interesting with other fan favorites, including:
- Cappuccino Oreo, featuring brewed espresso from The Pearl Coffee Shop and crushed Oreo pieces
- Snappin’ Turtle, featuring vanilla ice cream, fudge, caramel and salty pecan pieces from the confectionery
- White Chocolate Raspberry, featuring white chocolate ice cream with white chocolate swirls and real raspberries swirled throughout
- Coconut Caramel, featuring coconut-flavored ice cream with in-house toasted coconut and caramel swirls
“Eighty percent of our business is in ice cream,” Thelemann said. “It’s our bread and butter.”
Peterslie said many of the ice cream recipes originated with their grandfather, Oscar.
“He took a course on making ice cream at the University of Wisconsin and became a member of the National Yogurt and Ice Cream Association,” she said. “Those are recipes we still use today. Our grandpa was a driving force behind making our ice cream and chocolates. He went to trade shows and conventions and got a new career in retirement from it.”
Thelemann said the Pearl also features many seasonal flavors, often offering combinations the production team and other staff members brainstorm.
Some of the most popular flavors, the sisters said, are ones The Pearl introduced most recently, such as Cookie Brownie Crumble, Banana Blondie and Key Lime Crunch.
“We don’t have them all the time, but when we do and post that online, people rush in for it,” Thelemann said. “Cookie Brownie Crumble has become a big favorite, as are some of the fun, fruity, light flavors we’ve introduced.”
She said the ice cream parlor also dabbles with non-dairy options in response to customer requests.
“Our team makes ice cream six days a week, anywhere from 100-120 gallons per day in three-gallon buckets,” she said. “Everything is hand swirled, so a three-gallon bucket may take up to 15 minutes to mix depending on how many ingredients need to be incorporated. We use milk from Wisconsin dairies.”
The store’s popularity, Thelemann said, isn’t confined only to the parlor.
“In about 2014, we began offering catering,” she said. “That aspect of the business has taken off like wildfire. When we started, we had a homemade cart we brought to the farmers’ market, and then somebody asked us to bring it to their wedding.”
Thelemann said that led to investing in a freezer cart to bring to weddings and other events.
“So far in 2024, we have traveled to 100-120 events,” she said. “Catering took on a life of its own. It works well because we make all our ice cream, and we make it into single-serving cups with lids, so there’s no scooping needed. That would be tricky with 250 people waiting for someone to scoop their ice cream.”
Thelemann said the flexibility has allowed the carts to make their way to a long list of weddings, as well as graduations and corporate events, with customers able to order up to six flavors.
“Catering tends to be local – there is plenty of demand within the area,” she said.
Sweet treats, sugary delights
Thelemann said the confectionery features many of Oscar’s original candy recipes and various fudge options (with free samples available).
The duo said they expanded the confectionery into the newly available space next door, while the candy and fudge have their own storefront facing the street, which flows into the ice cream parlor.
“When the business (next door) moved out, it was a great opportunity to expand the confectionery side of things,” Peterslie said. “We have always made our chocolates, but when it was in one storefront, it got hectic, especially in summer.”
Whether it’s the popular turtles, sea salt caramels, truffles or a whole host of other chocolates, Peterslie said the confectionery has its own loyal following.
“The pecans in the chocolate turtles are roasted and salted in Milwaukee, and then the team adds dollops of caramel and enrobes the pecans and caramel in chocolate,” she said. “The confectionery side of the business has grown as expected since our expansion, with surges in candy orders happening for Valentine’s Day, Easter, Christmas and other holidays.”
Additionally, Peterslie said the confectionery features various nostalgic candies you can’t find everywhere – from Necco wafers to Black Cow candy.
“The demand for our candy continues to grow as more people learn about that side of our business,” she said.
Thelemann said she and the team’s production manager attended a chocolate boot camp in Connecticut this year to learn and grow in their chocolate-making capabilities.
Fresh-brewed offerings
For those with a hankering for a cup of coffee, Thelemann said The Pearl Coffeehouse features coffee made with beans freshly roasted locally at Bean Juice Coffee.
“Many of The Pearl’s specialty coffee drinks are among the most popular,” she said. “The White Chocolate Raspberry Mocha and Turtle Mocha are staple flavors, and the cappuccino makes its way into the Cappuccino Oreo ice cream flavor. This summer, The Pearl added a few flavored lemonades to the drink mix as well.”
Like most college towns, Thelemann said, The Pearl does a “lot more coffee when the students are back in town.”
“The Pearl draws students from the University of Wisconsin-La Crosse, Viterbo University and Western Technical College,” she said.
Thelemann said the parlor’s customer base varies depending on the time of year.
“Summers bring in a lot of tourists who road trip to the La Crosse area, as well as those coming off the riverboats stopping in La Crosse,” he said.
Thelemann said The Pearl also hosts many field trips, especially at the end of each school year.
“Word of mouth has been a powerful tool for growing the business, as have online reviews and the business’s online presence,” she said.
A team of about 30 people staff the business between employees on the floor and in production, many of whom, Thelemann said, have been with The Pearl for years.
“We emphasize to our team that it’s an experience from the moment (customers) walk in the door,” she said. “The smell of the waffle cones baking, someone welcoming them… It’s not something everyone has experienced before.”
The sisters said they pursue ongoing education to keep up with what’s new and are always looking for inspiration.
“Running the three businesses has taught us so much, from having goals but remaining flexible, to the importance of teamwork and assembling the best possible team,” Thelemann said. “People care about the place, and it’s an easy place to care about because we’re making people happy.”
During the fall, the store is open 10 a.m. to 9 p.m. Sunday through Thursday and from 10 a.m. to 10 p.m. Friday and Saturday.
