When Cyntauria “Tara” Jones and her husband first experienced rolled ice cream on vacation, they were mesmerized. Seven years later, that spark of inspiration turned into Sweet Dreams Tasty Treats, a thriving rolled ice cream shop in the heart of Decatur, a suburb east of Atlanta.
Jones wears many hats as co-owner, from hiring and training employees to managing compliance and engaging with customers. Despite working full-time as a psychometrist and raising 7-year-old twin boys, she remains deeply involved in every aspect of the business.
Jones’ Superpower in Action
For Jones, her Superpower is simply being a Black woman. “Just this characteristic alone speaks volumes,” she says. Beyond that, her ability to manage multiple responsibilities with grace sets her apart. Balancing family, career, and entrepreneurship is no small feat, but Jones embraces the challenge. “While I may not sleep as much as the average person, I am mentally sane and healthy. I don’t feel overwhelmed. I do a great job at wearing many hats.”
Words of wisdom
If Jones could advise her younger self, she would encourage a fearless approach to life’s opportunities. “Never fear the failure of any projects you start. This will only lead to procrastination and not following through. You are powerful!”
She draws inspiration from Sarah Jakes Roberts, the daughter of Bishop T.D. Jakes is a well-known speaker and author who uplifts women through faith-based empowerment. “She has impacted the lives of many women,” Jones says, emphasizing the importance of representation and mentorship.
Lifting as we climb
Jones believes Black women must support and mentor younger generations. “Black women experience so many disadvantages and unfairness throughout life. We owe it to ourselves to prove everyone wrong and hold higher positions,” she says. She believes Black women can create even greater success stories for the next generation by lifting each other up.
A customer-centered legacy
Customer service is at the heart of Sweet Dreams Tasty Treats. Jones prioritizes creating a welcoming, family-friendly atmosphere where children and adults enjoy a unique ice cream experience. The shop’s hibachi-style ice cream preparation and offerings like milkshakes, waffle tacos, cookies, cupcakes, and slushies keep customers coming back.
Looking ahead, Jones envisions Sweet Dreams as more than just a dessert shop. “We’re currently working on a project that the community will love,” she teases, regarding an exciting announcement planned around their anniversary on March 12.
Proud milestones
Jones takes great pride in reaching the three-year mark with Sweet Dreams, especially in the face of economic challenges. “The economy has experienced inflation, and many businesses were unable to make it through,” she says. Staying relevant in the competitive dessert industry requires innovation, and Sweet Dreams offers an interactive, made-to-order ice cream experience.
Self-taught success
Unlike many entrepreneurs who rely on mentors, Jones and her husband built their business through self-guided research and determination. “Could I have benefited from a mentor? Maybe so, but I have no regrets,” she says. Her greatest inspiration comes from her husband, whom she continues to admire as they navigate business ownership together.
Sweet Dreams, sweeter future
Jones’ journey is a testament to resilience, creativity, and the power of Black female entrepreneurship. By embracing her superpowers, overcoming challenges, and uplifting others, she is building a successful business and paving the way for future Black women entrepreneurs.
For Jones, success is not just about ice cream—it’s about impact. With every scoop, swirl, and satisfied customer, she is leaving behind a legacy of excellence, empowerment, and, of course, sweet dreams.
