Morelli’s ice-cream parlour in Broadstairs, Kent, is a popular destination for those looking to taste the summer. The parlour, located on Victoria Parade, serves up a variety of ice cream flavors in a strawberry-and-vanilla-themed Art Deco interior created in the 1950s.
The interior is a feast for the eyes, with a rose-tinted terrazzo floor laid by Marino Morelli in a nod to his Italian heritage. A soda fountain spills over with flowers, and pink leatherette booths and circular chrome tables are surrounded by classic white Lloyd Loom chairs. The liberal sprinkling of these chairs, combined with the brass sconces and door handles in the shape of ice-cream cones, creates a unique and inviting atmosphere that is both nostalgic and modern.
A Family History
The history of Morelli’s begins in Italy, where Giuseppe Morelli, Bibi’s great-great-grandfather, started making ice cream in the late 1800s. He established a business in 1907 and sent his children out on bicycles to sell the handmade sweet treats locally. This early entrepreneurial spirit laid the foundation for the family’s future success and paved the way for the expansion of the business to other locations.
Giuseppe Morelli died young, but his son Mario picked up the baton and moved to Glasgow before relocating to Broadstairs in 1932. He opened Morelli’s ice-cream parlour in a small shop overlooking Viking Bay. The shop was initially tiny, but Mario expanded it, more than doubling its size, and refurbished it in 1957 in the same style it is in today.
Preserving the Past
The reason for retaining the period features of the parlour was both aesthetic and sentimental, according to Bibi Morelli Schofield. “It was redesigned in the 50s by my grandfather, whom we all adored, and then preserved and enhanced by my father,” she says. Every detail of the parlour represents someone’s effort and sacrifice, inspiration and pride. The black-and-white pictures of the parlour over the years and the certificates for award-winning flavors behind the counter show the family’s dedication to their craft. Additionally, the framed piece of the original wallpaper featuring a traditional Tuscan scene serves as a reminder of the family’s Italian heritage and the importance of preserving their history.
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Bibi Morelli Schofield didn’t always see herself taking over the family business. After studying law at King’s and completing a master’s at Georgetown, she became a lawyer at Clifford Chance, working in London, Madrid, and Milan. Her experiences and decisions ultimately brought her back to the family business, where she hopes to leave her mark. As a child, she would often visit the factory where her father and his team made fresh ice cream every day, and she fondly remembers the sweet smell of milk, cream, and sugar, as well as getting a vanilla soft serve in a cone with a Flake after school every day.
A New Chapter
However, Bibi has now decided to follow tradition and expand the Morelli’s brand. This year, a Morelli’s branch will be opening in Tashkent, Uzbekistan. The expansion of the brand to new locations is a sign of the family’s commitment to their craft and their customers.
Morelli’s is located at 14 Victoria Parade, Broadstairs. For more details, visit morellisgelato.com. The parlour’s timeless quality, combined with its nostalgic and original atmosphere, makes it a reassuringly familiar destination for customers, who can enjoy the family’s delicious ice cream while surrounded by the unique period features that have been preserved and enhanced over the years.
The family’s history and tradition are deeply rooted in the parlour, and every aspect of the business reflects their commitment to their craft and their customers. From the early days of selling handmade ice cream locally in Italy to the current expansion of the brand to new locations, Morelli’s has always been dedicated to providing high-quality ice cream. As the business continues to grow and evolve, it is clear that the family’s passion and dedication to their craft will remain at the forefront of everything they do.
