GG’s Gelato began as a family venture in Penclawdd, Gower, in 2019, opening its doors just before the pandemic changed everything. Rather than stalling, the business adapted and expanded, growing its trade operation through lockdown and beyond. Today, GG’s Gelato is a bold, creative Welsh gelato brand with over 180 trade customers across South Wales and a flagship parlour in Penclawdd on the Gower Peninsula. A second ‘hole in the wall’ beach parlour in Caswell Bay has now opened in time for summer. Here, Operations Manager Toby Link-Jones shares how the business has grown from a single scoop to a serious operation and how support from the Business Wales Accelerated Growth Programme (AGP) has helped shape that journey.
You joined the business when you were young and have worked in every part of it. How has that shaped your approach?
I was part of the business from day one, starting as a runner and working through pot wash, serving, production and deliveries before stepping into my current role. That hands-on journey has given me a real understanding of every level of the operation. When the pandemic hit, many businesses paused, but we pushed forward and expanded. That mindset of adapting rather than stopping has stayed with us ever since.
What makes GG’s Gelato stand out in the market?
What sets us apart is our combination of strong branding, premium product and genuine Welsh roots. We manufacture in Wales and supply independent cafés, pubs and multi-site retailers. We’re also constantly investing in better equipment and better ideas. From our bold visual identity to rotating flavour launches and seasonal concepts, everything is designed to create excitement.
What were the biggest early challenges, and how did you tackle them?
Gelato is far more technical than people realise. There’s a real science to balancing sugars and fats, as well as understanding stabilisers, overrun and temperature control. Early on, we faced issues around consistency and scalability. Through industry courses, supplier support and hands-on experimentation, we developed a much deeper technical understanding that has been critical to improving quality and scaling production with confidence.
How has AGP supported your growth?
AGP has provided support across several areas of the business. Early on, the HR guidance was particularly valuable: it helped me understand staff contracts and responsibilities and how to manage a growing team effectively as I stepped into a more operational role. More recently, AGP has been supporting us through grant applications, helping us explore funding opportunities to invest in new production equipment. Having access to that expertise means we can plan our growth more confidently and make improvements that will support the next stage of the business.
What milestones are you most proud of?
Achieving SALSA (Safe and Local Supplier Approval) accreditation last year was a defining moment. It demonstrated that we’re serious about quality and compliance and gave us the foundation to approach larger retail opportunities with confidence. Commercially, we have achieved 10% year-on-year turnover growth, and our stockist count has increased from around 150 to approximately 200. We also entered the Golden Scoop Awards for the first time, receiving a five-star award for our mascarpone, pistachio and pomegranate gelato. All six other flavours we entered were also recognised. For a young business, that national recognition means a great deal.
What role does sustainability play in the business?
As a business rooted in the stunning surroundings of the Gower, sustainability is central to our identity. Through AGP, we’ve developed a carbon reduction plan and completed an internal carbon audit to assess our current emissions and identify areas for improvement. That process has given us a clearer picture of our environmental impact and helped us put practical steps in place as we grow.
What’s next for GG’s Gelato?
The immediate focus is on opening our second parlour in Caswell Bay before summer. Investment in new production machinery will increase our capacity, improve consistency and give us the flexibility to develop new flavours and product formats. We’re continuing to grow the team and expand our wholesale network, and with AGP’s continued guidance, we’re confident the next phase will be just as exciting as the last.
What advice would you give to other entrepreneurs in Wales?
Give it a go. There will always be challenges, but those experiences are often where you learn the most. Surround yourself with good people, stay open to learning and be prepared to work hard. The best advice I’ve been given is to make a decision. It’s better to make a considered call than to sit still for too long. When things don’t work out, be honest, learn from it and move forward. Wales is a great place to build a business, and the support available through programmes like AGP is invaluable.
Find out more about how the Accelerated Growth Programme can support your business.
Find out more about GG’s Gelato.