On a hot summer day this place is like finding a pot of gold at the end of the rainbow. What better than a smooth, fruit-flavored frozen dessert made from water, sugar, and real fruit juices or purees. Simple things in life like this refreshing product are what bring the best joys to our lives.
After having been selected as number 4 of Yelp's Top 50 most prolific Elites of 2025, a year when I was also awarded the Yelp Triad Squad Photographer of the Year Award at their Yelpies 2025 Award Ceremony, an event that honored the highest-performing Yelp Elites, and where last year I was awarded the Yelp Triad Squad Yelper of the Year Award, I decided that this year, as an All-Star Yelp Elite, I not only wanted to be the first to discover new restaurants, businesses, and entertainment venues, and bring them to the attention of the public, but also to uncover those found in hidden paths that for one reason or another have not reached the public in its totality. And Jersey Water Ice, located in the Northwest of Roanoke, Virginia is a perfect example.
Today I was finally able to meet the enthusiastic entrepreneur who came up with the idea of starting this business for the benefit of all those in his community and those who find out about it like I did searching for cold, refreshing items that will help me keep cool in these hot summer days.
Darren Wiggins, a friendly Atlantic City, New Jersey native with a strong love and affection for the City of Roanoke is the sole owner of Jersey Water Ice and the person who had the vision of starting this business in his neighborhood to uplift the people of his community and bring them the joy that only refreshing water ice and comfort food can bring. He came to Roanoke in 2009 and started JWI in 2018 operating out of a van he turned into a foodtruck serving what he saw as a need in his community: a lite flavorful icy delight. Most famously known and sold as "Italian ice," in most parts of the US, however traditionally called water ice by residents in Philadelphia and South Jersey. Having a granular but silky texture that sits between a slushy and a firm sorbet.
At first I had trouble finding the little eatery located on 622 11th Street NW, but I gave the owner a call and he gave me clear directions how to find it and even though he was about to close for the day he was graciously enough to wait for me so that I could try his amazing and refreshing product.
When I arrived he greeted me with a warm welcome. The eatery was small but very clean and cozy with beautiful hardwood floors and a couple of lovely hand-made benches. All the food was put away since he was about to close but I put my attention to the display freezer where the water ice were stored. He had flavors such as Lemon, Mango, Cherry, Blue Raspberry, Cotton Candy, and Pina Colada, among others. I ordered a small cup of the Pina Colada. It was so soft, creamy, and refreshing, as well as very tasty.
After he closed the eatery and we were outside still talking, a car with one of his loyal customers stopped to see if the place was open. He chatted with him and invited him to come back the next day. We talked about his ideas for expansion and then we said goodbye and he drove off in his Cadillac as I stayed a while longer finishing my water ice.
In conclusion I highly recommend this place when you feel like eating comfort food and refreshing water ice. The owner is very welcoming and positive, and has a wonderful personality and from looking at the menu, great food and cold, refreshing treats. read more