BOSSES at a seafront ice cream parlour that invested £600,000 into the business have been left furious after Southend Council ruled their signs “harm the character of the area”.

Scoops 37, on Pier Hill, has had a retrospective planning application refused by Southend Council in relation to both their signs and their shop-front.

The council found the parlours shopfront, which includes a lit up “Scoops 37” sign on a light blue background.

The council found the sign is “significantly over scaled” and is “inappropriate”.

The owners at Scoops 37 say they have been left upset by the decision and will launch an appeal.

A spokesman for Scoops 37 said: “Star Amusements bought the property with the sole intention of providing a family offer and to add something suited to the area.

“This was by way of an ice cream parlour to try and inject some regeneration, as opposed to all the tired shopfronts and hoardings that currently exist on the gateway to the seafront.

“Unfortunately, we were not aware of the sensitivity of the area and in so doing have fallen foul of the system.

“We acknowledge now an application should have been submitted sooner, however we submitted a retrospective application at the earliest opportunity when we were made aware of the situation.

“Sadly, our retrospective application was rejected on the bases of not in keeping with the seafront.

“Star Amusements invest heavily in Southend seafront and feel upset that they have been penalised for doing something that they thought was for the good of pier hill and the city.

“We will be appealing the decision.”

The business opened back in April 2023 replacing the gift shop, Gaiety Bazaar after a £600,000 investment.

The council ruling stated: “The unauthorised fascia sign is significantly over scaled both in its projection and height and as such it impacts on the original corbel detailing and covers the sill of the first floor windows both of which have caused harm.

“The fascia has a canopy style design which does not sit well with the modest shop frontage. The modern materials are inappropriate.