This case features the same protagonists as Ample Hills Creamery (HBS No. 822-073), and can be used as a continuation of that story. Ample Hills Creamery started in 2010 as a temporary ice cream pushcart in Brooklyn, New York City. On the strength of inventive flavors and clever marketing, husband-and-wife founders Brian Smith and Jackie Cuscuna built a premium, artisanal dessert empire of 16 retail locations in four states. However, some decisions that fueled their rapid growth were double-edged swords, and the couple filed for corporate and personal bankruptcy in 2020. After ruminating on their mistakes, Smith and Cuscuna decided to start another premium ice cream brand, at a much smaller scale, using the lessons they learned in their Ample Hills experience.