WAUWATOSA — Recently, my friends and people on the street have been coming up to me saying, “Hey James, you’ve got to do a story on this new ice cream shop.” Apparently, it's blowing up in popularity. And I found out that's exactly what is happening. Joy Ice Cream Social has only been open for two years, but the business is booming. In fact, I was there before the shop opened, and a line of about 10 people had already formed.

“No, you’re alright. We open at noon, but we’re here. We’re ready," Liz Joy, the owner, said to the customers already in line.

She opened in July 2023 and is already used to the early crowd.

“This has surpassed any, like, goals or visions that I had. This is just beyond anything," Joy said.

The shop is on North Avenue in Wauwatosa. Joy Ice Cream Social has quick

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