I am Cyntauria “Tara” Jones, born in Southfield, Michigan and raised in Decatur, GA. I have a twin sister, a set of twin brothers, and I am the mother of almost 6-year-old twin boys (birthday December 22nd). I am the co-owner, alongside my significant other, Len, of Sweet Dreams Tasty Treats, a Black-Owned Rolled Ice Cream Shop in Decatur, GA. I am also currently working as a Lead Psychometrist, in which I administer neurocognitive and psychological assessments for patients in Alzheimer’s and Parkinson’s Clinical Trials, while managing a team of individuals who do the same. I have a Bachelor’s Degree in Criminal Justice from Miles College in Fairfield, AL and a Master’s in Forensic Psychology from Argosy University, which used to be located in Atlanta, GA. I also played basketball throughout my middle and high school, and undergraduate years. My senior year of my undergraduate matriculation, I was named the college queen, and held the title as Miss Miles College. I was also nominated for the 2010 NCAA Woman of the Year Award. I have held many accomplishments throughout my life; however, the one that trumps all was becoming a mother! I am passionate about my family and making myself happy. My children make me who I am and they are the reason I work so hard! My goal is to give them experiences I did not have and create generational wealth. I am on the path to make that happen.
Victoria Poole got the pleasure to sit down and have an intimate chat with Ms. Jones.
Tara, I believe this will be my favorite interview for many reasons. First, to know me is to know that I absolutely love sweets ( specifically cupcakes). I’ve never been much of an ice cream fan until I stepped foot into Sweet Dreams Tasty Treats. Not only that, it is always the first place my niece and nephews ask to go when they spend a weekend with me. Second, there is something in my soul that won’t allow me to give up on Decatur. To see you bringing a business that is completely unfamiliar to the area was genius. It makes the residents hopeful for positive change because it puts an innocent feel back into the community. But enough about me, let’s get into this interview.
1. Out of all the areas where you could have placed an ice cream shop. Why did you choose Flat Shoals Parkway in Decatur?
Just like you, I could not give up on Decatur. I was actually raised in Decatur, and both my partner and I graduated from Southwest DeKalb High School. Decatur is my home, so we found no better place than to open Sweet Dreams in a community that we love and grew up in. We knew the need for a different concept, as the community was always used to fast food. Since opening, the community has welcomed us! We meet new customers each day and are always thanked for adding something so interesting and different to our community.
2. Your ice cream and milkshakes are the bomb! What inspired you to start your business, and how has that initial inspiration evolved?
Thank you so much for giving us a chance and falling in love with our treats. I’ve even tasted your usual milkshake creation (vanilla milkshake mixed with a red velvet cupcake with whipped cream, sprinkles, and cupcake crumbles on top) and loved it!! Our ice cream is really good!! But back to your question, how did we get started? About six years ago, my partner and I were in Gatlinburg, TN on vacation with his family. We were in a grocery shop plaza, and stumbled across an ice cream shop. Upon walking in, it was rolled ice cream! This was our first introduction to rolled ice cream. At this moment, thoughts of our own ice cream shop came about; however, financially, it wasn’t the right time. After returning from our vacation, we did tremendous research and later began to visit some rolled ice cream shops. In the beginning of 2021, I had a conversation with Len about revisiting the idea of opening our own ice cream shop. Finances were better, so we decided to move forward with it. Little did we know that our idea would turn into reality and a beautiful story.
3. How do you define success for your business, and how close are you to achieving that definition?
Success for Sweet Dreams Tasty Treats is franchising all over the United States and becoming a vendor in the Mercedes Benz Stadium and Atlanta Hartsfield Jackson Airport. Success for Sweet Dreams is also becoming everyone’s favorite dessert shop. Currently, we are focusing on our only location in Decatur, GA and doing what we can to get our business where we want it to be. Once we have completed this mission, it will allow us to shift our focus to the addition of Sweet Dreams as a mobile dessert business. and start applications and interviews for franchising, as we have had multiple inquiries. In time, the Mercedes Benz Stadium and/or Atlanta Airport will be one of our homes. We are taking things a day at a time. So how close, you asked, are we to achieving this success. Truthfully, not close enough, but we are working on it and trusting in God to show us our way.
4. Just for fun: If you had one superpower, what would it be and why?
All I can think about is being in multiple places at one time, lol. These days, I am so busy being a mom, running the shop, and working. I need a vacation, but I also need all of these responsibilities to get taken care of. Lord, just allow me to lay on the beach in St. Lucia, at the same time I’m taking care of my boys, running our business, and working in Georgia. Clone me please!
5. Kids love ice cream! What advice would you give a child who is watching your journey and is inspired to open their own ice cream shop one day?
It doesn’t matter where you come from or what you may or may not have, create your own path and control the narrative. Every business does not have to start with a passion of yours, but you grow to love it along the way. I was never the little Black girl who dreamed of opening an ice cream shop, but this was a path and narrative I created with my partner. I grew to love everything about ice cream and running a business that specializes in such. We did the research in order to control where we are today. You also have to utilize the resources you have available to you today. Growing up, resources were not as available as they are now. Social media, being a major and FREE resource, presents the world with so much knowledge. Every time you scroll, there is someone discussing business funding options, business tips, business credit, business startup tips, etc. Information is literally all around us, you just have to put yourself in the right space to obtain it. Don’t be afraid to ask questions and seek help along the way. You won’t know everything, so the only way to achieve success is to seek someone who knows what you do not. Don’t be afraid to put yourself out there to the right people. I currently offer 1:1 consultation calls and business development calls to help with opening an ice cream shop or brick and mortar, in general. I will also soon be taking mentees, who would like to dive into the ice cream business! All of this information can be found in the bio of my social media handles. I love talking with like-minded people!
4. What should the people in Metro Atlanta and the world look forward to from the Sweet Dreams Tasty Treats, and how can they support you?
Everyone should look forward to more locations around the city, and a food truck to come in the near future. This is only the beginning! In the meantime, come visit Sweet Dreams in Decatur, indulge in our delicious desserts, and tell us what you think! Most of all, spread the word to everyone that Sweet Dreams is like no other ice cream shop, more specifically rolled ice cream shop! We strive to be the best for our customers and provide them with an experience they will always remember!
Instagram: sweet_dreams_tastytreats AND hennybrown_andall
Tik Tok: Sweetdreams_Tastytreats
Facebook: Sweet Dreams Tasty Treat
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