Sharing Hope on the High Street

Before launching the café, Jo spent nearly 20 years running a successful wholesale clothing business with her brother, having grown up in a family with strong business roots. Though the business was thriving, she decided a few years before the COVID-19 pandemic that it was time to step away and retire from that chapter of her life.

After a short break, Jo began seeking a new purpose—something that would challenge her and allow her to live out her Christian faith more fully. A committed reader in the Church of England for over 12 years, she entered the ordination process and was recognised as a pioneer minister—a role focused on reaching those outside the traditional church setting. However, it soon became clear that ordained, priestly ministry wasn’t the right path for her. She felt called instead to serve directly within the community, among people who might not yet feel comfortable entering a church.

Around this time, Jo learned about the global crisis of modern slavery—an issue affecting an estimated 49 million people worldwide, including those exploited through forced labour and the sex trade. She felt compelled to act, wanting to be “the hands and feet of Jesus” by responding with love and practical compassion.

Her inspiration came from Gavin and Sally Murray, a couple in Derby who had transformed their hobby of making ice cream into a social enterprise. Their business provided supportive employment opportunities for survivors of modern slavery, while also serving as a Christian presence in their local community.

Jo, along with a minister from St George’s Church in Poynton, visited the Murrays and saw potential for a similar venture in her own town. Poynton, with its welcoming high street and a market for premium-quality ice cream, proved to be the ideal setting. Soon, she secured a shop space, and Just-Ice was born.

Since opening, the café has supported around 12 survivors of modern slavery through its employability scheme, helping them gain hospitality skills, rebuild confidence, and prepare for mainstream employment. In addition to this social impact, Just-Ice has become a hub for community engagement—hosting coffee mornings and providing a warm, inclusive space for those struggling with loneliness or isolation.

What sets Just-Ice apart is its gentle yet intentional Christian ethos. The café doesn’t display overt religious materials or evangelize forcefully. Instead, the team lives out their faith quietly, through presence, kindness, and conversation. Many customers who are unfamiliar with the church or Christian beliefs often find themselves engaging in natural discussions that begin with simple curiosity, “You’re connected to the church, aren’t you?”

See our Growing Connections strategy page