With Selena Gomez, Serendipity Brands Tones Down the Gimmicks

The opulent New York dessert spot and DTC ice cream brand is shifting focus to mental health

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Before Covid-19, perhaps you could lure someone out of the house with a $200 grilled cheese, $300 burger or $25,000 frozen hot chocolate.

During that simpler time, you could fall in love at the glove counter at Bloomingdale’s, split a sundae at the shop down the street, lose that person’s phone number in a Gabriel García Márquez novel and spend the next decade retracing your steps

But the pandemic curbed much of that frivolous whimsy.

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