Business · Swindon
Swindon's Rays Ice Cream to close Devizes Road shop after 15 years
By Swindon Now Editorial Team · Published
The popular ice cream parlour will shut its doors for the final time this month, citing rising operational costs and economic pressures on small businesses.
A long-standing fixture of the local business community, Rays Home Made Ice Cream on Devizes Road, has announced it will cease trading at its current premises later this month. The shop, which has served homemade ice cream and gelato to Swindon residents for 15 years, confirmed the closure via social media, with the final day of operations set for 27 September.
Jessie Dennis, who took over the business in April 2025, described the decision as one made with the heaviest of hearts. The announcement highlights the significant financial strain currently facing small independent retailers, specifically citing the rising costs of electricity, business rates, rent, and ingredients. The business owner pointed to the cumulative impact of these overheads and VAT obligations as the primary factors that have made maintaining a high street shop unsustainable.
Despite the closure of the Devizes Road site, the business will not be disappearing from the town entirely. Plans are already in place for a relocated, smaller-scale version of the business to operate from the GlamoRose Cake shop on High Street. This new venue, also managed by Ms Dennis, is expected to offer a convenient alternative, situated close to the Lawns, with the business having already secured benches and bins in the nearby park to ensure customers can continue to enjoy their products outdoors.
Reflecting on the challenges of the last few years, the announcement noted the difficulties encountered by the business, which included a temporary seven-week closure in December 2025 before reopening in February 2026. The move to the new premises is intended to preserve the essence of the original brand whilst operating from a more viable location.
For customers wishing to visit before the Devizes Road site closes, the shop will maintain its regular trading hours of Wednesday to Sunday, from 12pm to 6pm, until the final closure date. In the lead up to the closure, the shop is offering a promotional deal of three tubs of ice cream for £15.
Source: Swindon Advertiser - Lifestyle · View original