Something Sweet at the Seafood Market

Something Sweet Shoppe

Owner: Bill Demoree

When Bill Demoree decided to expand his seafood market, it seemed a likely transition to offer customers a convenient place to go for dessert — an ice cream shop seemed like a great idea. Without any inkling as to how successful the venture would be, he moved forward, opening the Something Sweet Shoppe at 297 Lynn St. in Peabody.

A true family-run operation, daughters Casey and Courtney began adding more homemade baked goods and chocolates to the increasingly popular Richardson’s ice cream menu. Before long, the Demorees needed to expand.

The solution? Switch sides with their seafood stand, which happens to be located inside the same building. You see, the Demorees are the longtime owners of , a successful and established seafood market, famously serving up shellfish and fresh catch on the North Shore for over 20 years. And now Something Sweet is taking on a life of its own.

May 14, 2011 was the grand reopening of Something Sweet Shoppe with an expanded menu in its “new” location. Demoree completely remodeled the space, which was large enough to include a take-out window and fill retail space with Winfrey’s Fudge and candies, Richie’s Slush, homemade cookies, cakes and specialty cupcakes.

“There are no more big candy stores around — it’s too bad — so the candy is something I really wanted to get into, and when I approached Stu Winfrey he said ‘great!’” Demoree explained.

The overall feedback has been great, says Demoree, and he is enjoying his new role as ice cream and candy shop owner.

“People are happier eating ice cream and candy, so this is more fun!” he said. The specialty cupcakes are baked and decorated by daughters Courtney and Casey. The bestseller by far are the red velvet cupcakes, which sell out daily, although Demoree is partial to the Boston Cream flavor because “...it tastes just like the pie!”

Store clerk Bianca Gallo has been working at Something Sweet since it first opened in 2009 and has enjoyed engaging with customers, old and new.

“No one is unhappy when they’re out getting ice cream, so it’s always fun working here!” she laughed.

Gallo also noted that some customers were understandably confused at first when they expected to see seafood and instead encountered tables laid out with treats.

“Especially if our customers have been living in Florida for the season and they are just coming in for the first time this year for fish,” she explained. “We tell them to just go right through the door (to the other side), and not to worry; we still carry all the same fish. Then they tell us they’re really happy with the changes, and most of them come back over for ice cream.”

With the larger shop space, the Demorees are able to provide an on-site birthday party service as well. Kids make their own cupcakes to decorate, and while they’re baking, dive into the make-your-own ice cream sundae bar.

According to customer Laura Morfis, who recently held her 7-year-old son’s birthday party at the shop, the party package includes everything. In fact, she remarked that the only thing she needed to bring was her camera, and the kids had a blast.

“They started out by decorating (chef’s) hats and donning aprons. Then each of the kids had a chance to help bake the cupcakes,” she said. “They made their own sundae and enjoyed a cupcake. The best part was that they got to decorate their own cupcake and bring it home in a special box.”

In the month since they began booking parties, the Demorees already had three and have three more on the schedule this summer.  “Boys and girls love these parties, the kids have so much fun decorating their little cupcakes and the parents love leaving the mess all here. It’s great for everyone,” Demoree said.

Tempting concoctions for sale in the retail area also include such treats as chocolate covered s’mores, peanut butter cupcakes, chocolate chip cookies and a do-it-yourself sundae bar with dozens of toppings for the 24 flavors of soft serve ice cream and hard ice cream. The Demorees have also added sugar free chocolates to their wide selection of Winfrey’s candies and are continually experimenting with new offerings such as chocolate-covered strawberries and cherries and chocolate bark.

For more information visit the Web site, find Something Sweet on Facebook or call the shoppe at 978-530-1400.