• Turnaround Hospitality

Reenie's - The New Ice Cream Shop in Primrose Hill

What is a thespian to do, when all the theatres are shut? Open an ice cream bar of course!

Actress Sirine and husband Matt always wanted to own an ice cream bar, bringing back joyful, childhood memories. Ice cream evokes nostalgia, Sirine tells me.

They wanted to create new memories of going for ice cream and wanted their ice cream bar to give families something to look forward to after homeschooling.

"Reenie’s is our Covid baby," explains Sirine, "conceived and born out of a desire to connect with, uplift and delight our community at a time when we all need it most."

When starting a new venture, you need your friends the most. With theatres closed, Sirine wanted to give back to her work community, so they pledge right from the beginning to support the freelance theatre community for as much and as long as they could. Calling on her theatre friends for help - Theatre designer Richard Kent helped design the store, complete with bar stools and a working fireplace; with props mistress Lizzie Frankl @propworks_lizzieprops helping with the design and @jenniferlouisemartin with her beautiful handwriting... and many others. Sirine calls it "the set of our dreams!"

Right from the start, we all believed that the product had to be something special - so its no surprise they stock ice creams handmade local artisans - the ice creams are outstanding! The range offers lactose and gluten free, low fodmap not to mention naturally delicious!