The scoop on return of Sweet Magnolia
Gelato company back in Memphis with opening of Crosstown Concourse shop
Sweet Magnolia Gelato Co. once again has a gelato shop in Memphis.
The Clarksdale, Mississippi-based gelato company will open a gelato shop in Crosstown Concourse on Saturday.
Sweet Magnolia Gelato Co. opened in 2011, selling artisan gelato in retail pints and wholesale to restaurants across Memphis and the Mississippi Delta. This will be the company’s third gelato shop, the second to open in Memphis.
Hugh Balthrop, the founder and creative director of Sweet Magnolia Gelato Co., is known for his creative Southern flavors of hand-crafted gelatos. Topselling flavors include Banana Pudding, Blueberry Cheesecake and Whiskey & Pecans.
What to expect
The gelato case will hold about 12 flavors, which will rotate seasonally. Included in the selection will be flavors that are only available at the shop.
Balthrop said he plans to partner with other Crosstown tenants to create additional menu items. French Truck Coffee, which is adjacent to the ice cream shop, will provide the coffee for affogatos. Lucy J’s Bakery will provide the cookies for ice cream cookie sandwiches.
“I always thought Crosstown would be a good fit — there’s all the built-in traffic, plus the community atmosphere,” said Balthrop, adding that sense of community is why he wanted to partner with other Crosstown businesses.
Memphis designer David Quarles IV helped Balthrop design the space that was most recently Area 51 Ice Cream.
“When designing Sweet Magnolia
Gelato in Crosstown Concourse, the goal was to create the look and feel of a beautifully curated Italian gelato shop, with a bit of Southern, and of course, Memphis, flair,” said Quarles.
Quarles enlisted Booth Sartain Mcgee, a Memphis graphic designer, jewelry maker and muralist, to paint
murals for the space.
“As much as I can, I love involving local artists in my design projects. And since I wanted the look and feel of wallpaper, but knew we couldn’t apply wallpaper to the textured concrete walls in the concourse, I enlisted the help of Booth Sartain Mcgee,” Quarles said. “I wanted to use Sweet Magnolia Gelato’s website background as the design for our wallpaper mural. Now, Hugh’s Crosstown location has a touch of European whimsy, while staying true to his Sweet Magnolia brand.”
Another local artist Quarles tapped for this project was Brit Mcdaniel. “All of the vases used for the tables are from Paper & Clay, and perfectly match the colors in Sweet Magnolia’s brand guide,” Quarles said.
Balthrop said he is excited to have another retail shop in Memphis.
“Memphis is my jam. My first retail partners were here. I have a special connection with Memphis and always want to have a presence here,” Balthrop said.
His original shop in Puck Food Hall in Downtown Memphis closed when the food hall shut down in late 2020. He had hoped to open a shop in the Edge District, but plans for that shop fell through during the pandemic. In 2021, he opened a small gelato shop in Oxford, Mississippi, on the historic town square.
Balthrop said he plans to sell pints of gelato at the Crosstown shop, in addition to by the scoop.
Pints can also be purchased at stores throughout the Memphis area, including Whole Foods Market in East Memphis, High Point Grocery and The Curb Market.
“I was first introduced to Sweet Magnolia Gelato soon after Crosstown opened because Curb Market carried it. I’ve been a fan ever since,” said Todd Richardson, Crosstown Concourse president.
“I’m especially excited about Sweet Magnolia joining the Crosstown community because Hugh treats his craft — the process, the flavors, the quality, the service — as an art form, as something special and original, which will of course fit right in with all the other unique arts experiences that define Crosstown.”
Jennifer Chandler is the Food & Dining reporter at The Commercial Appeal. She can be reached at jennifer .chandler@commercialappeal.com and you can follow her on Twitter and Instagram at @cookwjennifer.