Carmel Valley Swirls & Encinitas Swirls offer the most delicious, healthy, Self Serve Frozen Yogurt Available. Our strict adherence to our “Stay Fresh” policies allows us to offer you the the freshest variety of yogurt and toppings for your enjoyment.
Evan Wilensky, president of ESW Organization, Inc.
Del Mar resident makes Carmel Valley Swirls & Encinitas Swirls a sweet, simple sensation
by Matt Liebowitz
It didn’t take extensive advertising or gimmicks to make ESW Organization, Inc. a sweet success.
In fact, President Evan Wilensky, a 2002 Torrey Pines High School graduate, didn’t even need a fancy grand opening to attract hordes of customers to his new self-serve frozen yogurt shop, located at 2683 Via de la Valle (near Albertsons).
On Nov. 18, one day after opening its doors, word had already gotten out.
“It was standing room only,” recalled Wilensky, sitting in one of five immaculately clean inside tables, beneath a flat-screen TV showing surf videos. “They were lined up outside. People love the product—it’s a craze.”
Carmel Valley Swirls & Encinitas Swirls offer a rotating selection of 51 flavors (10 are available each day, based on demand), including Cake Batter, Tart Strawberry, Cookies and Cream, Café Latte, Vanilla Bean, Tart Pomegranate, Dreamy Peanut Butter, Chocolate Mania, Coconut, Taro, Butterfinger, Tart Mango, Strawberry Banana, and Cheesecake.
Customers serve themselves, choosing from 24 toppings and an assortment of fresh fruit brought in daily, including strawberries, pineapples, blackberries, and raspberries, and kiwi. Each customer’s cup is weighed — minus the weight of the Styrofoam cup — and the finished treat costs 39 cents per ounce.
Many of the frozen yogurt flavors, such as Caribbean Breeze and Mango Tango, are non-dairy, and almost all are nonfat. A sign above the toppings bar — again spectacularly organized; messes are cleaned with a pastry brush — touts the health benefits of Carmel Valley Swirls & Encinitas Swirls’ product, which contains live active cultures, and is proven to lower cholesterol, improve digestion, increase metabolism, and stimulate the immune system.
It’s the taste, however, that’s drawn in the crowds and kept them coming back.
About Vanilla Bean and Plain Tart, Wilensky said, “People rant and rave.”
His maiden business venture, Carmel Valley Swirls & Encinitas Swirls has been a labor of love for Wilensky.
Working most days from 8 a.m. to 11:30 p.m., Wilenksy blends all of the yogurt himself, mans the counter, cleans, and manages the eightperson staff. His favorite responsibility is making sure the swarms of frozen yogurt fans are content.
“I love interacting with the customers and serving a quality product,” said Wilensky. “I’m told 25 times a day that our yogurt tops everything. People love the product.”
In fact, Carmel Valley Swirls & Encinitas Swirls is the fruit not only of Wilensky’s hard work, but also of his creativity and vision.
While managing a juice bar in Del Mar, Wilensky came up with the idea for Carmel Valley Swirls & Encinitas Swirls, from the concept down to the logo, and even to the “Swirl Wall,” a white, laminated wood molding which runs the length of one inside wall and intricately replicates the smooth swirl of frozen yogurt.
“This is right from scratch,” Wilensky said.
Already, Wilensky is capitalizing on his simple, successful business; an Encinitas branch of Carmel Valley Swirls & Encinitas Swirls is set to open this spring. With a promising, busy future, the most rewarding endorsement for Wilensky comes from the people enjoying, and anticipating, his frozen yogurt on a daily basis.
“I always overhear kids saying, ‘We’ve been thinking about Swirls all day,’” Wilensky said. “They can’t wait to get here.”