In 2022, amidst the lingering challenges of a global pandemic, the creative minds at The Working Assembly set out to bring joy and community to Stone Ridge, NY. Over two summers, they transformed Cherries, a classic ice cream shop needing revitalization, into a beloved local landmark, mastering the art of fostering community and the perfect soft-serve swirl.
Building on this success, The Working Assembly founders Jolene Delisle and Lawrence O’Toole took a bold next step, expanding Cherries into a new venture: Cherries General. This thoughtfully curated general store offers indoor seating and a variety of sweet treats but also showcases products from BIPOC and women founders, along with The Working Assembly’s clients and collaborators. Featuring brands like Sanzo, Haven’s Kitchen, and Partake Foods, Cherries General provides a crucial platform for small businesses to test new flavors and gather consumer feedback.
TWA remains the founder’s core creative endeavor. However, through Cherries and Cherries General, unique professional opportunities for its design and creative team have emerged, blending product merchandising with retail business acumen while championing underrepresented brands. TWA founder Jolene Delisle was kind enough to indulge my questions about their Cherries experience.
(Conversation lightly edited for length and clarity.)
Cherries before TWA
How did you conceive Cherries General, and what is your long-term vision for this unique retail venture?
Cherries General was born from a desire to blend creativity with community support. We saw an opportunity to create a space that showcases unique products and champions underrepresented voices in the industry. The idea was to build a retail environment where BIPOC and women founders could have a spotlight, offering them a platform that’s often hard to come by. Our long-term vision is to make Cherries General a go-to destination that embodies inclusivity and innovation, where every visit feels like discovering something new and exciting while reinforcing our commitment to supporting diverse entrepreneurs.
The Cherries brand process by TWA
How did the acquisition of Cherries help your team navigate the challenges of the pandemic, and what impact has it had on your agency’s culture and future projects?
Acquiring Cherries was like hitting the reset button for us. During a time when everything felt so uncertain, diving into a project that involved boundless creativity was a breath of fresh air. It allowed our team to reconnect with our passion for design and innovation in a tangible way. The hands-on experience of revamping Cherries and launching Cherries General reinvigorated our team and fostered a more collaborative and energized work culture. It’s been a reminder of the power of creativity to uplift and unite, and it’s definitely influenced our future projects by reinforcing the importance of integrating real-world experiences into our design approach.
What role do you see community-building playing in the success of your projects, and how do you maintain that sense of community as you grow?
Community-building has been at the heart of everything we do with Cherries General. It’s not just about selling products; it’s about creating a space where people feel connected and valued. As we grow, maintaining that sense of community means staying true to our core values of inclusivity and engagement. We actively listen to our customers, host local events, and keep the community vibe alive.
One of the unique aspects of Cherries General is its ability to gather real-time consumer feedback. How does this work, and how has the feedback helped improve the featured products?
The feedback loop at Cherries General is incredibly dynamic. We hope to be a test-and-learn environment for CPG brands who want to showcase new products or flavors. Separate from that, we actively engage with our customers, encouraging them to share their thoughts on products and experiences. For example, we’ve used feedback to tweak our candy line and packaging to better resonate with our audience. This real-time input is invaluable because it helps us make immediate improvements and ensures that the products we showcase align with what people want.
The Cherries General project has given the TWA team hands-on experience with product merchandising and retail operations. What insights or lessons has your team gained from this experience, and how have these influenced your overall approach to branding and design?
One key insight we’ve gained is the importance of understanding the full retail experience. Seeing firsthand how products are displayed, how inventory is managed, and how customers interact with the space has deepened our appreciation for the intricacies of retail. This hands-on experience has taught us that branding isn’t just about aesthetics; it’s about creating a cohesive experience that resonates with customers at every touchpoint. It influenced our approach by emphasizing the need for designs that are not only visually appealing but also functional and supportive of the customer journey.
What has been your favorite story or experience so far with Cherries General?
In these divided times, creating a space where people from diverse backgrounds can come together and unite over something as joyful and carefree as candy or ice cream is truly inspiring. On any given night, you might see individuals with varying political viewpoints, local road workers, an all-female motorcycle pack, famous actors, and musicians all mingling and sharing the same space. Ice cream offers a universal experience that transcends barriers, allowing everyone to be present in the moment and sparking creativity. These interactions are a powerful reminder of why we embarked on this journey and why we are so passionate about what we do.
Imagery courtesy of The Working Assembly.