Gorgeous Gelato, founded by Mari Grazia Zanardi and Donato Giovine, was recently awarded Best Gelato in the United States by the American travel and food magazine Duvine. The couple moved from Milan to Portland with one clear goal: to make the best gelato west of Italy.
Before launching their dream in the U.S., Mari Grazia trained in Perugia and Donato in Milan. We asked them about their experience opening an artisan gelato business in such a different country—and what it takes to succeed with a product that is still not fully known by most American consumers.
Why do you think Duvine named Gorgeous Gelato the best gelato in the U.S.?
That’s a great question! I believe they chose us because of the quality, authenticity, and attention to detail we put into every batch. Our gelato fully respects the tradition of true Italian artisan gelato.
Why did you decide to invest in Italian gelato in the U.S.?
We had dreamed of moving to the U.S. for years. After doing some research, we realized that authentic Italian gelato could be a winning business model—and a way for us to immigrate while doing something we love.
Do you think Italian gelato can be profitable in the U.S. today?
Absolutely. The U.S. is one of the few places in the world where creativity has no limits, especially in business. But to be successful, the gelato has to be truly Italian—not a poor imitation like what’s often happened with pizza and other Italian foods abroad.
Do you only serve gelato, or do you offer other products?
We also offer additional products, especially because winters here last at least six months. Of course, this depends greatly on the location of the business. In some areas, a diversified offer is essential.
What are some unique traits of the American consumer?
Most Americans are not familiar with gelato. They are used to standardized food experiences, like fast food chains, which are the same everywhere. It was very hard at the beginning—people wouldn’t even try hazelnut, one of our favorite Italian flavors! But after five years of hard work and perseverance, we now sell a lot of it.
Americans love sweet flavors, but they don't like the idea of sugar. That’s why it’s important to reassure customers as soon as they walk in that they are about to experience something unique. Thanks to free tastings, they usually find a flavor that suits them perfectly. Many Americans don’t travel abroad, so it’s up to us to spark their curiosity. And once they try real gelato, they usually regret eating ice cream their whole lives!
Of course, those who have been to Italy walk in confidently and often tell us that our gelato brings back beautiful memories of their time in our country—which they absolutely love.
What are the key success factors for opening a gelato shop in the U.S.?
Unfortunately, it’s not enough to make a good product. You also need a strong foundation in business management and entrepreneurship. The risks are high, and you need to be fully prepared to handle every aspect.
Additionally, foreign investors must meet specific U.S. immigration requirements. Here, the law is the law—there’s no negotiation or shortcuts.
How do you make top-quality gelato outside of Italy?
Gelato is one of the most amazing foods in the world. The secret is using the best possible ingredients, showing deep passion for the craft, and paying extreme attention to detail. That combination always delivers results.
What advice would you give someone who wants to open a gelato shop in the U.S.?
The U.S. is incredibly vast and diverse. Anyone who wants to open a gelato shop here needs a lot of courage and even more willingness to work hard. You need to thoroughly research and understand the area where you plan to operate—and you need to fall in love with it, because it will become your new promised land. It may be different from where you come from, but it’s still full of opportunity.
Learn more: www.gorgeousgelato.com