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We Scream For Mara’s Ice Cream



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Mara’s Ice Cream Parlor got the flavors! Photos by Vanessa Vasquez

Mara’s Ice Cream Parlor got the flavors! Photos by Vanessa Vasquez

Mara’s Ice Cream Parlor is back, revamped and ready for business, On Friday, Feb. 8, the highly sought-after Ice Cream shop made its official grand-reopening after a five year run at Uncle Louie G’s.

Despite parting ways with her original Ice Cream and Italian Ice distributor “Uncle Louie G,” Mara Valentino stated she just needed a change of scenery from the sterile carnival color ambiance, and that was one reason behind the name change.

“I originally opened up as a licensing agreement, two years later; the owner of Uncle Louie G’s decided to make it a franchise. I am not a rule follower,” explains Valentino. “I started to change the colors and make it more like me… a little nuts, you could say. I changed it three times now, but I have what I like. I switched the store to Mara’s simply because we didn’t agree on how to do business. He wanted every store to be uniform and I want to explore and change and try new things… I love possibilities … I love to be outside the box…we would argue, we parted ways on that note, we agreed to disagree about how to do things.”

Garth Veldran enjoying his chocolate ice cream!

Garth Veldran enjoying his chocolate Italian Ice!

Before making her dreams of opening a little Ice Cream Parlor a reality, Mara started off working in Bellmore for two men who owned four Ralph’s Italian ice stores, she continued doing so for 11 years, until running business got too hectic to handle.

“I personally think I had a midlife crisis,” Valentino told The Wave. “I was having trouble one season, especially following direction. I was raised your boss said jump, you would say, how high? Anyway, my husband put the seed in my head saying “you should open your own shop?” My response was, “I can’t do that” for days I pondered… could I? When I told him I was going to do it, I also told him this was for me. I wanted to do it on my own. I proudly can tell you I am a woman owned business. I own the store.”

In an unfortunate turns of events prior, Superstorm Sandy wreaked havoc on the original storefront destination next to Cuisine By Claudette’s after waiting around for four months to seal the deal.

“It was a mess… I was sitting in Elegante and I look out the window and the space across the street was for rent, so I call. I apply and the day I get approval was the day I was to sign the lease for Beach 116th Street, I was thinking of taking both,” adds Valentino. “The landlord on Beach 116th Street never showed up to the sighting, so I decided to take the space on Beach 92nd Street and move on. I think the hand of God wanted me on Beach 92nd Street and that’s the beginning of my story.”

Mara’s Ice Cream Parlor offers a variety of over 70 flavors to choose from in not only Ice Cream but ices and frozen yogurt too, even on the coldest days you can catch locals coming by to help themselves to their favorites.

“My favorite will always be the classic chocolate fudge icee,” said new customer, Garth Veldran. “A lot of pizzeria’s don’t offer their Italian Ices in the colder months so I’m glad I can finally get my hands on it here whenever.”

The Black Surfing Association (BSA) founder, Lou Harris, who helped with the shop’s ductwork, has always been a loyal customer and friend of Valentino.

“Every time I get here I get NYC’s ‘Bravest Cherry,’ flavor… it’s delicious!,” said Harris. “Mara is great for the community she’s now expanding her business and she’s going solo and she definitely deserves it.”

“I’m trying something different today and I tried the chocolate peanut butter which tastes exactly like Reese’s but better because it’s Ice Cream so it melts in your mouth,” adds BSA Marketing Associate, Tina Schlissel. “The Mint Chocolate Chip is my favorite, but now I’m noticing all the new things like the Blackberry Chocolate Chip, it’s also so good.”

Now happily residing in Rockaway alongside her business, Valentino has a lot more ideas for the future upbringing of the Ice Cream Parlor, with endless possibilities running through her mind already.

“I would like to be a dessert destination not just an ice cream store,” states Valentino. “Recently, I applied for my beer and wine license. We stayed opened during high season till 11:00 p.m. in the weekends last year, this year I will stay open till 12:00 p.m. and we added cappuccinos, lattes and espresso to the menu. I want to make the backyard a place to hang out and relax in my sandbox. I also want to make wine slushies with chocolate whip cream! Oh, we added chocolate whip cream to the menu permanently too… it’s amazingly and delicious! Guinness floats, Prosecco and lemon ice as well, just to mention a few… there’s so much I want to add.”

“I love what I do, I love the people and the business. There is no complaint box. People who come in are happy and if they’re not happy after eating ice cream, than they’re happier… kid’s look at me like I am Santa Claus, It is a happy place to work and be now.”

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