Less than a year ago The Icecreamist had a short stint in Selfridges touting their boutique and edgy ice cream. More recently they have opened up permanent establishments in Covent Garden – and by establishments I mean literally two stores about one street away from each other. This I find a very odd business decision! When we visited The Icecreamist in Maiden Lane today it wasn’t very crowded … in fact we were the only customers … so I do wonder how it will get on.

Admittedly the ice cream combinations they offer are quite unique – but the price point is staggeringly expensive. Perhaps the cool factor will help with business.

Thanks to my bro for these pics

Update: 25 February I just heard that The Icecreamists are currently in the press for selling ice cream made from human breast milk!