Today we’d like to introduce you to Audrey Simons.
Hi Audrey, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My husband, Nathan Simons, is a professional chef, having graduated Valedictorian from The Culinary Institute of America, Hyde Park, NY in November 2010. He intended on a career in fine dining, working in several high-end restaurants in NY and NC including Daniel, Union Square Cafe, The Fearrington House Restaurant, ONE Restaurant, and Heron’s. Realizing quickly, the higher up in restaurants one is promoted, the farther away from the food one gets. We decided to break away from that scene and do our own thing. In 2019, I started to write the business plan, seek out funding, and find the right location for our ice cream shop. We signed the lease for our Parrish St. Durham location in 2020, covid slowed everything down that year, though. We were able to start building in February 2021 and opened in May that year, two weeks after all the covid restrictions were dismissed and everyone was ready to be out and enjoy life again. Downtown Durham has the amazing reputation of embracing locally owned businesses. We have diehard fans, curious passersby, and some who have traveled from foreign countries to try us out. Nathan’s talents as a chef allow us to be very creative and create a unique take on everyone’s favorite dessert. He makes 24 different kinds of chocolate to dip the ice cream in, many of our toppings, and has developed countless recipes for our ever-rotating roster of half-pound stuffed cookies.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Owning a business is never a smooth ride at all times. Securing funding was our first hurdle. Many financial institutions loved our concept and business plan, but were reluctant to work with a startup. It took many months to find a local bank who was willing to take a chance on us. Covid was our next obstacle. We were ready to go in 2020, but the uncertainty of the pandemic caused delays in funding, construction, and equipment availability. Fortunately, our landlord was understanding and allowed us an extension on rent commencement until we could get the shop open and running. Opening our second location in Downtown Raleigh in 2025, we ran into similar speed bumps with funding and construction delays and then had to deal with inflation and low foot traffic the rest of the year. The building we’re in, Bloc 83, has just been purchase by Highwoods Properties and they have big plans for the place. We’re lucky to be in close proximity to St, Mary’s, Morgan St. Food Hall, The Casso, Incendiary Brewery and Vic’s Pizzeria. We’re looking forward to a great 2026!
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I operate our business daily. I’m PR, HR, Admin, Customer Service, Social Media Manager, Accountant, Growth Strategist, and Ice Cream Server. I’ve been a food photographer for many years, which serves me well owning a restaurant with a very Instagrammable product. I worked with a few local restaurants in the past and continue to freelance from time to time. It gives me a creative outlet and something that’s just mine outside of running the ice cream shops. At the moment, my next big project is to find one or two investors who will help us to turn Simons Says Dip This into a franchise. We’d love to have our shops all over NC and then the Southeast.
Can you talk to us a bit about happiness and what makes you happy?
Working with Nathan on our business and traveling to new places and trying new foods makes me happy. I find all three very inspiring and fulfilling and it keeps life exciting.
Pricing:
- Average dipped cone $8
- Stuffed Cookies $5.50/ea
- Freeze Dried Candy $6/ea
- Stuffed Cookie Sundae $11
Contact Info:
- Website: https://SimonsSaysDipThis.com
- Instagram: @simonssaysdipthis
- Facebook: https://facebook.com/simonssaysdipthis
