Gelato puts one-woman business on the map

JORDAN MOSHE

It’s a powerful combination that has helped her succeed in a challenging market, with some tough competition.

“I created this place for my children,” says Lavine, the owner and manager of Glenhazel-based gelato parlour Gelatissimo. “I wanted to build something special that they could be a part of and which I could hand over to them one day. At the same time, I wanted to make authentic gelato that would make people happy. The two just came together.”

One of 17 children, Lavine was born in Milan, Italy, to a Canadian father and American mother who established a family that was close-knit and loving. “There were never any faribles (grudges),” says Lavine. “My siblings and I were always close, though there are so many of us. It’s thanks to them that I would eventually start my business.”

After studying in the United States and qualifying as a kindergarten teacher, Lavine taught in Italy and the US, and eventually returned to Italy and married at 19.

Tragically, her husband was killed in a car accident five years later, leaving her with three children and wondering what to do. Says Lavine, “Thank G-d I had my family at the time. I don’t know what I would’ve done with the children if not for them.” Four years later, she met and married a South African, moved here and took up teaching. It was at this point, however, that she chose to do something different for the sake of her children.

“I woke up one morning, and decided, ‘I have to create something for my children. Nobody else will.’ It had to be something I’d also enjoy doing but that I could give to my children when I was through.”

Given her passion for cooking, gelato seemed a good choice.

“I realised there was no gelato in Johannesburg,” Lavine says. “Gelato is not ice cream. There’s a big difference. Ice cream is full of preservatives and junk. Gelato is made fresh daily. After two days, I will not serve it. It must be perfect.”

Lavine says gelato is a part of the Italian gene. “It’s a cultural thing,” she says. “It can be freezing, and with your gloves and hat on, you go out and have your gelato. Cold doesn’t matter – it’s a priority. Italians believe you need to have milk every day. In Italy, if your child hasn’t had their quota of milk for the day, people will tell you, ‘Lady, bring your child here for gelato. He needs it.’”

When Lavine set out to establish her business five years ago, she encountered considerable apathy and scepticism. “People said there was no market here for what I wanted to offer,” she says. “They said I would get bored and close up in a few months.

“When I met a local supplier who brings in gelato from Italy, he didn’t even look at me. All he said was ‘very nice, very nice’ when I told him I wanted to make gelato.

“When I told him I wanted to use Carpigiani, which is the Ferrari of the gelato machines, he stopped writing, looked at me, and said, ‘Oh, you’re serious about this?’ I was nothing but serious.”

Seeking the ideal gelato-making education, Lavine went to Italy and lived in an ice-cream shop for two weeks, loving every moment.

She returned to South Africa ready to begin her journey, but had no money. “I went around asking people I knew for a loan. Many of them were sceptical of the idea. So, I went to ORT for business training, and was assigned a mentor. I came home fried every night.

“I suck at numbers and am terrible at accounts. That part of the training was really difficult for me,” she laughs. “In their assessments, my mentors all agreed: she’s clueless, but she has passion and a willingness to learn.”

Thanks to the efforts and contributions of her many siblings, Lavine raised the necessary capital to start her business, and has never looked back.

 “I was determined to make authentic gelato Italiano, and it just happens to be kosher. Also, my product is proudly Chalav Yisrael. I wanted people to see that even something made according to the strictest kosher standards can be more than good, perhaps better.”

She continues, “I’ve had Italians come here and say it’s better than what they have in Rome. I’ve had people say that the gelato here is better than non-kosher versions they’ve had elsewhere. That makes me happy. I want to give people a reason to eat kosher without compromise.”

Today, Lavine has six children, some of whom work in her shop. Lavine remains passionate about her work, even though she is on her feet for more than 12 hours each day. “Did I think I’d be successful as I am?” she asks. “No. It’s a blessing!

“No matter how many ice-cream shops open, I put my head down and work. If Hashem wants me to succeed, I will. If it works, it works. If it doesn’t, I know it’s not meant to be.”