An old postcard
Minchellas, Coast Road, South Shields
Probably looking no different now than it did in the early 1950s this ice cream kiosk on the Coast Road at it’s junction with Redwell Lane in South Shields belongs to the award winning Minchella and Co. who have operated in the town since 1943. When the thousands of participants in the Great North Run begin their last mile of the famous half marathon each year, they must yearn for an ice cream or a drink from this kiosk above the Velvet Beds as they hurtle down the hill from the Marsden Inn.
Giuseppe Minchella came to England from the village San Michelle, in Cassino Italy, circa 1905. He originally sold Ice cream in the colliery districts of Durham before moving to South Shields where he had an ice cream parlour on King Street. Giuseppe’s son, Fred, opened up the parlour on Ocean Road in 1943 where together with his brother Tony, they built a reputation for outstanding quality for their delicious ice cream.
Michael Minchella, Fred’s son joined the business when he was 17 where he gained a great depth of knowledge and vision into the art of ice cream manufacturing and running the business.
Minchella & Co now operate from two ice cream parlours, one in Ocean Road in the town centre, and one in the Elevated Walkway on the sea front. They also operate two kiosks at Marsden, one at the Velvet Beds and one at Marsden Grotto.
The kiosks and the two ice cream parlours still evoke memories of a time long gone by, designed to provide an ageless experience which lacks only a grand lights a’flashing bells and whistles jukebox with Gene Vincent blaring out!
You may wonder if the picture is actually a scanned image of a late 1940s or early 1950s postcard, it was in fact shot just a few days ago and prematurely aged, cracked, creased, stained, and faded with Photoshop. It looks like a whole heap of hard work to achieve this effect but I used a downloaed action which only required the clicking of one button!
You can see the original picture – here
Camera details: Pentax KD, 28 mm lens, 1/3000 second, f4, iso 200