Pahrump has a sweet new addition to its business landscape with the opening of Iceology this week, located at 1330 Hwy 160 Ste. 130. Owned by Wesley Swaner and co-owned by his college-going son Draiven, Iceology promises to bring a unique experience to the community with its diverse offerings of shaved ice, premium ice cream, and nostalgic candy selections. The idea for Iceology sprouted from Wesley’s observation that Pahrump lacked options for quality shaved ice and specialty sweets, something he and Draiven loved from their previous town. Now, after a year of preparation and navigating the complexities of opening a new business, Iceology is officially welcoming its first customers.
The shop’s grand opening brings a diverse array of treats to Pahrump. Iceology offers 150 flavors of shaved ice—a staple for Wesley and Draiven—alongside ultra-premium ice cream sourced from Chocolate Shoppe Ice Cream, a Wisconsin-based brand known for its award-winning quality. “Chocolate Shoppe Ice Cream is top-notch,” Wesley shared. “We did a lot of research and taste-testing, and we’re proud to offer their flavors here.”
Beyond shaved ice and ice cream, Iceology has become something of a nostalgic candy paradise, stocked with beloved treats from the past, including year-round Peeps, a tribute to Wesley’s wife, who adores the seasonal treat. The store also includes a Moon Pie general store section, inspired by a similar shop in the South. This distinctive setup is designed to cater to Pahrump’s craving for nostalgic sweets and snacks often found in specialty shops elsewhere. “I even had one lady come in multiple times while we were setting up just to ask about Moon Pies,” Wesley chuckled. “I finally gave her a box to take home while we got ready to open.”
The journey to Iceology’s opening was a long one, marked by delays, regulatory hurdles, and supply chain challenges. Initially planned for a fall debut, the shop’s opening date was pushed back, allowing Wesley more time to fine-tune every detail. “We missed our original date, so I held off on advertising until we were really ready,” Wesley explained. “But that extra time gave us a chance to test our offerings and make sure everything was perfect.”
Wesley is quick to credit his family for their roles in making Iceology a reality. He emphasizes the invaluable help of his son, Rhett, who has been a constant presence despite his commitments to school and the high school football team. “Even with all of his responsibilities, Rhett has been with me day in and day out, helping to get this going,” Wesley shared. Rhett’s involvement has extended beyond just physical assistance; he’s also brought in friends from school to work at Iceology and has a strong sense of how to present their products in the best way possible. “His brother’s name might be on the business, but we really wouldn’t have come this far—or be able to keep moving forward—without Rhett,” Wesley added.
Wesley’s wife, Marie, has also played a crucial role, providing the support and encouragement he’s needed throughout the entire process. “Marie has been my rock,” Wesley said. “Her willingness to let me keep going, her belief in me, and her emotional support have been a huge positive for me to carry out this vision.” Together, Rhett and Marie have helped transform Iceology from an idea into a reality, bringing an exciting new experience to the Pahrump community.
Wesley has big plans for Iceology and sees it as more than just a sweets shop—it’s a place where families and friends can gather, a space where both young and old can find something to love. He envisions it as a hub for the community, offering everything from indulgent sweets to more thoughtful options, including dairy-free oat milk ice cream and 16 flavors of sugar-free shaved ice for those with dietary restrictions.
Wesley is also looking to give back to the community. He’s already discussing ideas like partnering with local schools for Student of the Month promotions, where kids can earn rewards like a free or discounted treat. “We want to make Iceology a part of the community, a place people think of when they’re looking for something special or just want a fun family outing,” he said.
The location itself reflects Wesley’s dedication to providing a welcoming environment. Iceology’s interior is designed for comfort, with spacious, cozy seating where families can sit down and enjoy their treats. Wesley also plans to add outdoor seating with heaters for the cooler months and misters for the summer, creating a space that’s enjoyable year-round. “I want people to have a place to relax and really savor their experience,” he said. “We’re also planning some fun holiday offerings, including seasonal flavors like pumpkin spice and candy cane, and special holiday deals on Black Friday.”
Staffing is another area where Wesley has put a lot of thought, choosing a team of local high school students, including Austin Alvarez, Khylar Park, and Bryn Mazlo, to bring Iceology’s vision to life. “I want our customers to feel welcomed and well taken care of,” Wesley said. “It’s about making sure no one waits too long, which is why I have a bigger staff to keep things running smoothly.”
After just a few days open, Iceology is already receiving a warm response from the community, with word spreading quickly about its unique offerings and inviting atmosphere. “People don’t always realize how special shaved ice can be,” Wesley said. “It’s different from a snow cone—our shaved ice is so fine and fluffy, it absorbs the flavor beautifully. It’s an experience.”
Ultimately, Wesley sees Iceology as a fun and memorable addition to Pahrump. Having moved to town just a few months ago, he’s excited to see how Iceology can fit into and contribute to the local culture. “We’re still getting to know the community, but I feel like Iceology can fill a need here. We love that Pahrump offers a slower pace, and we’re just glad to be part of it,” he shared.
With its unique blend of high-quality sweets, nostalgic treats, and community focus, Iceology is already set to become a favorite destination in Pahrump, bringing joy and a bit of nostalgia to customers of all ages. Wesley and his family invite everyone to come by, try something new, and discover the sweetness that Iceology has to offer.
