“Ice cream should be a part of your normal daily life - a treat you can savor every day,” says Alexa Norlin, the visionary behind Normal Ice Cream. Alexa, a classically trained pastry chef who studied in Canada and on the East Coast, noticed a gap in Utah’s dessert scene when she moved to Salt Lake City. She wanted to introduce something new: high-end soft-serve ice cream. With a love for soft serve that stemmed from her childhood, she saw the potential to elevate this classic treat with unique, decadent flavors.

Anthony Serena’s love for sneakers began in his childhood, growing up in San Diego. Basketball was his primary passion, but sneakers quickly became a close second. However, in a family where money was tight, owning the latest and greatest shoes was more of a dream than a reality. “We couldn’t afford much, but that didn’t stop me from dreaming about having a pair of Jordans,” Anthony recalls.

“Our goal was to create something where we would want to work together,” Chris and Tricia Malstrom, the dynamic duo behind Malstrom Salon, stated. There is no doubt that they have succeeded in creating a haven for their clients, blending artistry and dedication. Their journey together began as teenagers when they met on the back steps of Jordan High School in the late 1980s. Their bond, forged in those early years, has only grown stronger over the decades, both personally and professionally.

“I’ve been here for fifty-two years. I started when I was twenty.” Thus began my delightful and inspiring conversation with Renee Backer, a strong, energetic seventy-two-year-old woman at the heart of Mrs. Backer’s Bakery. When I asked Renee if she had a few minutes to share the history of Mrs. Backer’s, she quickly replied, “There are articles that have been written about us since 1942. Our story has been told over and over, but I guess there is always something new to add.”

“One of our core values is supporting and sustaining local artisan makers. The art and the things you purchase are like the sweet and savory parts of your home and life - accents that are more special,” Ashley Collett reflected as she sat across from Nicole Choules. The two, who co-founded Salt and Honey, are business partners and friends—or as they refer to one another, “work wives.”

“We noticed there were some high-end shops in town and some budget-friendly ones, but nothing really in between - nothing really woman-owned at the time.” This insight from Danielle Bossert, one of the co-founders of Strawberry Mansion, captures the essence of what she and her sister, Josie, set out to create when they opened their shop in 2022. Set in a vibrant area of Salt Lake, Strawberry Mansion offers a carefully curated collection of furniture, art, pottery, lighting, and books, all echoing the sisters’ deep-rooted passion for design.

“I’ve always loved small treasures—those little things that bring joy into our lives. Owning a store where I can curate and share those special finds with others has been a dream of mine since I was thirteen.” 

“Life has a way of turning out for the best, even when the path seems uncertain,” Alan Hebertson mused. His eyes then glanced around the Coffee Garden, the space he has nurtured for over three decades. From its humble beginnings across the street in 1993, the Coffee Garden has grown into a beloved community hub in the heart of Salt Lake City’s 9th and 9th district. The café is more than just a place to grab a cup of coffee - it is a gathering spot where lives intertwine, and stories are shared.

“We’re embracing our roots and providing something different, something special.” Jennifer Rugg, the manager of Golden Braid Books, emphasized how she and the current owner, Pamela Brown, are fully committed to restoring the store’s original intent: a spiritual haven filled with unique products.

“The food, the drink - all of it is just a means to an end."  Erica O'Brien’s vision for The Rose Establishment was clear from the beginning. She wanted to develop a space that went beyond just serving coffee and food. “Ultimately, nothing else matters other than creating a place where people can connect.” This focus on fostering genuine human connections is central to everything at The Rose, from the intentional absence of Wi-Fi, encouraging face-to-face conversations, to the thoughtfully curated menu that prioritizes quality and sustainability.

“I came to Utah for school, but I stayed because I fell in love with the people, the environment, and the opportunities,” shared the inspiring restaurateur, Chanon Vanngam. Her journey from Thailand to the United States is as remarkable as the dishes she serves in her beloved Thai restaurant.

“I didn’t set out to start a business; it just kind of happened,” Michelle Czarka admitted as she reflected on the unexpected journey that led her to open Pantry Products. “But once I saw the joy it brought to people, I knew I was onto something.” Whether shopping for a gift or treating yourself, stepping into Pantry Products is like stepping into Michelle’s world - a world where everything is made in the shop’s kitchen.

“It has been a twenty-six-year revolution of veganism. I have seen it through my eyes in my own business.” Ian Brandt reflected on his journey from operating a food cart to owning one of Salt Lake City’s beloved vegan establishments, Vertical Diner. Ian’s love for culinary gems was nurtured by his parents who favored lesser-known restaurants.

“All of them have great memories, but Utah is my favorite. I’ve been here since I was eighteen, and I don’t have a desire to leave.” Helen Wade’s journey is as dynamic and layered as the shop she owns, The Stockist, nestled in the vibrant 9th and 9th district of Salt Lake City. Born in Oregon, Helen’s life has been a whirlwind of moves - from Oregon to Connecticut, then to Utah, back to Oregon, and finally settling in Utah for good.

“After everything, I needed a way to rebuild, something that could give me a fresh start. That’s what Sheer Ambrosia is for me - it’s my way of reinventing myself,” Rita Magalde said with a quiet determination as she shared her incredible story with me.

Max Nelson grew up in a tiny town of 100 people in northern Minnesota, where hunting, fishing, and farming were part of daily life. “That’s where my love for food came from,” he recalls. “We were always eating really fresh food.” This early exposure to homegrown ingredients laid the foundation for his future culinary endeavors.

“If I did it right, it should feel like home.” This simple yet profound statement from Mary Lindsey captures the essence of Everything Utah, the expansive yet charming boutique she owns in Salt Lake City. Mary’s journey to opening this business is as rich and varied as the products she offers, each carefully selected to represent the many facets of Utah.

“It was my mom that inspired me to go ahead with this idea. I will be forever grateful.” When you walk into The Children’s Hour, you step into a world carefully curated by the heart and soul of Diane Etherington, a woman whose warmth and passion for children’s books has touched the lives of countless individuals for over four decades. My first encounter with Diane was nothing short of enchanting.

“It was really difficult to choose a name for the restaurant,” Milo Carrier confided when we sat down one summer afternoon. “It’s so permanent.” He went on to say that he did not want it to be associated with a particular cuisine. “I didn’t want people to have a preconceived idea of what they would find when they got here.” Milo then admitted that he did have a dog named Arlo years ago, and, yes, he did listen to Arlo Guthrie’s “Alice’s Restaurant,” growing up. In addition, his sister’s name happens to be Alice. But in the end, he simply liked how Arlo sounded. “It rolls off the tongue easily without offering any hint of what is inside the front door.”

“We have a long history. Fisher Brewing Company was one of the largest pre-Prohibition breweries.” Tim Dwyer’s voice was filled with pride as he shared the story of his business. Tim continued, “One of our partners, Tom Fisher Riemondy, his great-great-grandfather, was the founder and brewer.” The brewery faced challenges, especially after it stopped producing beer in 1967 following its acquisition earlier in the 1960s. Today, Fisher stands as a testament to the enduring spirit of community and craftsmanship. With a history that stretches back to 1884, Fisher Brewing has been revived by Tim and his three partners, Tom, Steve Brown, and Colby Frazier, who have transformed it into a beloved local institution.