In the heart of Penang, Malaysia, an unconventional alcoholic ice cream artisan named Genevia Chin has been crafting frozen delights that dance on the taste buds, leaving customers craving more. This is the story of Three Tiers Ice Cream, a business that started in 2019 and has since evolved into the whimsical world of Wonkie Ice Cream. The rebrand story itself is worth listening to!
The Singaporean Experiment
Genevia’s journey into the world of frozen confections began in the cozy kitchen of her Singaporean landlady. Armed with recipe books borrowed from the local library, she experimented with traditional flavours driven by a simple desire: to bring joy to people through the universal delight of ice cream.
Initially offering common flavors, Genevia soon found her niche in the world of alcoholic ice cream. Recognizing the popularity of these spirited treats, Three Tiers Ice Cream evolved to cater to the growing demand for unique and adult-friendly flavors.
Pivoting & Adapting for Progress
Learning from her experiences, Genevia initially offered both cakes and ice cream but found that the time-consuming nature of cake production didn’t align with the business’s goals. The pandemic forced a shift to online platforms, where Three Tiers Ice Cream flourished through pop-up markets, weekend fairs and online orders.
As the world emerged from lockdown, Genevia noticed a shift in consumer behavior. Adapting quickly, she opened a physical store where customers could conveniently walk in to purchase pints. The lean organization structure, comprising permanent part-timers and one full-time employee, allowed for flexibility and efficient operations.
Going Viral May Not Be Such A Great Thing
A viral online ad brought newfound attention, but with it came both pros and cons. Genevia learned that going viral isn’t always a straightforward path to success. This insight prompted her to rebrand the business as Wonkie Ice Cream, a name that not only reflects the eccentricity of the flavors but is also easier to remember, spell and pronounce.
Wonkie Ice Cream isn’t shy when it comes to experimentation. Genevia embraces the local culture, infusing her creations with unique Malaysian spirits like tuak and toddy, expanding the boundaries of traditional alcoholic ice cream flavours.
The Ice Cream Social Club
Wonkie Ice Cream has cultivated a loyal following through innovative marketing strategies. Free sampling at weddings, events and to existing customers has become a trademark, while the Ice Cream Social Club serves as a group of taste-testers for new, daring flavors such as the dried squid and sun-dried tomato ice cream!
Lessons from the Young Ice Cream Artisan
Genevia shares her wisdom, emphasizing that small steps lead to great success. She encourages aspiring entrepreneurs to embrace the process, do the work and confront limiting beliefs. Wonkie Ice Cream aims to inspire creativity and daring, with potential plans for ice cream workshops in the future.
Genevia lives by the mantra “Trust the process,” inspired by none other than Ray Chou. In her rare moments away from crafting frozen desserts, she enjoys reading Steve Jobs’ autobiography, engages in skipping and hiking, and proudly reflects on the remarkable milestone achieved: she started humbly in a home kitchen and now owns a thriving retail presence.
As Wonkie Ice Cream continues to redefine the boundaries of frozen delights, Genevia remains an inspiration, proving that passion, creativity, and trusting in the process can indeed transform a sweet dream into a flavourful reality.