“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.

“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.” 

“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.