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Chloe's Soft Serve Fruit Co.

Opening Hours
Today: 9:30am–10pm
25 East 17th Street
Chloe's Soft Serve Fruit Co. 1 Gluten Free Ice Cream Flatiron

Chloe Epstein has always had a sweet tooth, but when her children were born, she began to question the artificial ingredients used in her favorite treat: frozen yogurt. Michael Sloan, a childhood friend of her husband, had a similar problem: a triathlete, he ate frozen bananas because he could not find any other healthy dessert options. Together, they decided to invent their own frozen treat, and after a bit of experimenting, Chloe's Soft Serve Fruit was born.

When I first visited Chloe’s, I was amazed to learn that their soft serve fruit is made with only three ingredients: fruit, water, and cane sugar. In fact, the soft serve fruit was so smooth and creamy that I could not believe it was vegan, dairy-free, and gluten-free. Some of Chloe’s soft serve fruit varieties - including my favorites, mango and dark chocolate - are available year-round, and one can taste the fresh fruit in every bite. Others, like the tart and refreshing summer plum, change seasonally.

Chloe and Michael wanted to foster an environment where parents could feel comfortable letting their children order anything on the menu, and as a result, the toppings at Chloe’s - fresh fruit from the Union Square Greenmarket, gluten-free cookies, and many more - are healthy, safe and non-GMO. But in spite of Chloe’s emphasis on clean and simple food, soft serve fruit can also be an indulgence - take the Crunchy Salty Sundae, for instance. This delightful swirl of banana and dark chocolate soft serve is topped with bananas, dark chocolate chips, natural peanut butter, warm dark chocolate sauce, and pretzels. I was told that it continues to be one of Chloe’s best-selling menu items.

On my most recent walk on 17th Street, I was excited to learn that Chloe’s had recently expanded their menu to include slushies, smoothies, and even breakfast. The Green Machine smoothie, a healthy mixture of mango and banana soft serve fruit, spinach, kale, pineapple, and almond milk, is perfect for athletes; another staple is the PBJC smoothie, made with banana soft serve fruit, strawberries, warm natural peanut butter, and chocolate chips. While I did not get to sample the acai bowl, which looked delicious, I very much enjoyed the waffle breakfast - a hot, vegan waffle made in-house and topped with a swirl of soft serve fruit, fresh fruit, and other goodies.

While speaking with Michael during the summer of 2015, I learned that in addition to Chloe’s soft serve fruit truck in Montauk, the company is now expanding throughout the country. Their soft serve fruit pops, which are sixty calories each, are sold nationwide in a variety of grocery stores. And, in place of traditional soft serve machines, Chloe’s machines and branded freezers can now be found in colleges, entertainment centers, and retail locations throughout the United States.

Because it is free of all eight major allergens, Chloe’s has been life-changing for people with dietary restrictions. But soft serve fruit also appeals to people from all walks of life, from athletes looking for post-workout protein to moms like Chloe, who want to avoid the additives and preservatives found in so many desserts. Young professionals and tourists also make up a large part of Chloe’s customer base, and now that the business is expanding, its reputation is growing. As Michael likes to say, “Soft serve fruit is amazing and delicious… and also healthy.”

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Chloe's Soft Serve Fruit Co. 2 Gluten Free Ice Cream Flatiron
Chloe's Soft Serve Fruit Co. 3 Gluten Free Ice Cream Flatiron
Chloe's Soft Serve Fruit Co. 4 Gluten Free Ice Cream Flatiron
Chloe's Soft Serve Fruit Co. 5 Gluten Free Ice Cream Flatiron
Chloe's Soft Serve Fruit Co. 6 Gluten Free Ice Cream Flatiron
Chloe's Soft Serve Fruit Co. 1 Gluten Free Ice Cream Flatiron

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Shareen 1 Bridal Vintage undefined


Today, Shareen Mitchell is a bicoastal business owner, a sought-after entrepreneur with fourteen employees and a celebrity following. But no one would have guessed it eleven years ago, when Shareen was, in her own words, “broke, in debt, and selling at a flea market. ” That flea market booth soon grew into a 7, 000 square foot vintage warehouse in LA, and within a few years, Shareen had expanded to New York City. In spite of her success, Shareen’s location on West 17th Street is one of the best-kept secrets in Manhattan. Hidden away on the second floor of an old walk-up, the only sign of its existence is a red dress hanging from the fire escape, and sometimes—like the day I visited—not even that. Fortunately, a friendly employee from the salon next door pointed me in the right direction, but if I had not been in the know, I would have missed Shareen entirely. This secret location may seem like a bad business decision, but it is actually one of the keys to Shareen’s success. Her stores have always fostered a sense of exclusivity, and Shareen told me that her warehouse, especially in the early days, was not only the hottest vintage store in LA, but also a gathering place for a society of hip young women. “It was a crazy, fun secret, ” she told me. “No one knew where they were getting their vintage. ”Because there are no dressing rooms at Shareen—women change out in the open—both store locations have the same “no boys allowed” policy. But the resemblance between Shareen’s two stores ends there. While the LA warehouse is constantly buzzing with youthful energy, the New York location has a quiet, sophisticated feel that caters to a slightly older crowd. The reason for the difference, Shareen explained, is that by 2009, many of her original customers at the LA warehouse were now young professionals living in New York City. “They told me there was nothing like Shareen in the city, ” she said, “so I decided to test the waters. ” She opened a shop in a train station parking lot on Long Island, above an auto shop. “People like Ivanka Trump would get off the train, ” she told me, laughing, “and walk into this auto shop with their dogs and babies and everything. ” But after a while, the trip to Long Island became exhausting, and Shareen decided to open a location in the city. “It was kind of a secret, ” she said. “I had no money for a sign, so I put the red dress out on the fire escape. ”Though she did not put much effort into the store’s exterior, Shareen transformed the inside. The former apartment is now an elegant retail space, filled with ornate mirrors and old-fashioned couches, and yet it still manages to feel warm and welcoming. One large room is devoted entirely to wedding dresses, while another two rooms are filled with vintage clothing of all kinds, from evening gowns to 1950s prom dresses. When I asked Shareen about the bridal section, she told me that the store is in the process of transitioning. “A lot of my clients are starting to get married, ” she told me, “but they don’t want to look like traditional brides. ” These young women, many of whom get married in unorthodox venues—upstate farms, Brooklyn lofts, and Manhattan rooftops—are looking for unique dresses that will express their personalities. Over the past few years, the demand for these “indie wedding dresses” has grown so much that Shareen predicts that the store may soon be entirely bridal. “A year ago, we were half bridal and half vintage, and now it’s more like seventy-thirty, ” Shareen told me. “We’re double-booked on the weekends with brides. ”The New York location may be transitioning into bridal wear, but Shareen insisted that the store will not abandon its vintage roots. Along with her bridal collection, which is all under $2, 000, many of the wedding dresses for sale in the store are reworked vintage. Shareen added that her collection is designed to flatter all kinds of body types, to celebrate women rather than inhibit them. She always tells her brides, “I want to see you looking beautiful, not you in a beautiful dress. ”