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SMALL BUSINESS

Frozen Fix Ice Cream brings small-batch scoops to the Northeast Heights

From orange chocolate to mango chipotle, the shop is building a following with inventive flavors and a family-focused atmosphere

Noah Rojas, 7, looks at ice cream flavors at Frozen Fix Ice Cream shop in Albuquerque's Northeast Heights on Wednesday. The owners said their banana pudding, German chocolate cake and lemon meringue pie flavors have been hits.
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Matthew Herrera hesitated at first when the owners of the Frozen Fix Ice Cream shop suggested he try a sample of their mango chipotle flavor on a hot Tuesday evening last week.

But with two young boys 鈥 whom he described as his adopted nephews 鈥 watching, he decided to give it a try.

鈥淭hat鈥檚 pretty good,鈥 Herrera said.

When the time came to decide, Herrera and the boys treated themselves to an assortment of flavors, including brownie pretzel, cheesecake and cookie butter 鈥 creating a sweet ending to a day that started with one of the boys getting eye surgery.

With a cone in hand, the boy seemed as content as could be.

鈥淧ut it on your eye,鈥 Herrera said with a laugh.

Providing a spot for family outings is part of the reason owners and married couple Brad and Sabrina Jones started Frozen Fix, which opened in late July at 4301 Eubank NE.

鈥淭here鈥檚 six of us in our family, so that was kind of (a) consideration,鈥 Brad Jones said. 鈥淲hen we go out to a restaurant or something, it gets expensive pretty quick, so we try to keep it more family focused.鈥

Employees at Frozen Fix Ice Cream shop in Albuquerque's Northeast Heights serve scoops on Wednesday. The shop's prices were set with families in mind.

A single scoop, the shop鈥檚 most popular offering so far, is available for just over $5.

Since opening, the shop has gained traction on social media, with flavors like orange chocolate and sour blueberry drawing attention. The owners said their banana pudding, German chocolate cake and lemon meringue pie flavors have also been hits.

While some flavors stick around, most of the shop鈥檚 flavors rotate. All of the flavors are conceptualized and handcrafted by the Jones family.

鈥淭here鈥檚 so many things you can make with ice cream. It鈥檚 almost like being an artist 鈥 making something new and different,鈥 Brad Jones said.

Many of the flavors are inspired by the Jones family鈥檚 personal preferences. But customers have also played a role in shaping the shop鈥檚 lineup 鈥 including everything from rare finds to highly requested classics like Rocky Road and some dairy- and gluten-free options.

鈥淧eople come in, and they鈥檙e like, 鈥楬ey, have you ever had this like butter brickle something?鈥 And I鈥檓 like, 鈥業鈥檝e never heard of that, but let me look into that,鈥欌 Sabrina Jones said.

Ice cream flavors at Frozen Fix Ice Cream shop in Albuquerque's Northeast Heights on Wednesday. The shop's flavors appear on a rotating basis.

Offering unique flavors is another reason the Jones duo decided to launch an ice cream shop. A trip the family took two years ago to San Antonio, Texas, where Brad Jones said they discovered very few unique local treat options, led to their decision to open the business. The disappointment fueled a spark that followed them home.

鈥淲e always enjoyed making ice cream at home, and we just kind of got the crazy idea of, 鈥業 think we can do this,鈥欌 Brad Jones said.

The duo began putting the plan in motion in March of last year, and it wasn鈥檛 long before they found their roughly 1,400-square-foot building on Eubank Boulevard. They signed a five-year lease for the former shoe store and spent several months installing all-new electrical, plumbing, a bathroom and walls featuring a clean, modern design.

With help from social media, business 鈥渏ust took off,鈥 Sabrina Jones said. The support has been both a blessing and a struggle 鈥 keeping up with demand has created logistical challenges for the shop and its 10 part-time employees.

Rebecca Pendleton and her 13-year-old son Jacen enjoy frozen treats at Frozen Fix Ice Cream shop in Albuquerque's Northeast Heights on Wednesday. The owners said they want the shop to offer a space where families can hang out.

Sabrina Jones works in the shop full-time 鈥 marking her return to the workforce after years as a stay-at-home mom, and previously working for a credit union 鈥 and Brad Jones helps out when he鈥檚 not working with computers at Sandia National Laboratories.

But amid 鈥渁 lot of juggling鈥 has also been memorable customer support, especially from Northeast Heights residents, Brad Jones said. One couple told the owners that living near the shop created a problem for them: A fear of visiting too often and eating too much ice cream.

鈥淭hat鈥檚 not a problem; you鈥檙e finding solutions to problems,鈥 Brad Jones said with a laugh. 鈥淭hat鈥檚 been the most fun. It鈥檚 even more fun than making the ice cream 鈥 just seeing how much people enjoy it.鈥

Sabrina Jones agreed, adding, 鈥淲e really hope this can be a place for families to come and linger.鈥

Kylie Garcia covers retail and real estate for the Journal. You can reach her at kgarcia@abqjournal.com.