How Glace Became NYC’s Most Talked-About Dessert Spot

There is a moment at Glace when everything clicks. You are handed something that feels familiar, but it does not look like anything you have had before. People pause, take it in, and then that first bite or sip lands.

“You can see it immediately,” says founder Sasha Zabar. “There’s a lot of anticipation leading up to that first bite or sip, and when we get it right, it turns into real excitement. The goal is always to exceed expectations.” That reaction is not accidental. It is the foundation of Glace, the NYC dessert shop that has quickly become known for its house-made soft serve, frozen hot chocolate, and nostalgic creations that feel both playful and precise.

For Zabar, building Glace was not about continuing a legacy. It was about creating something entirely his own. “Growing up, I didn’t know exactly what I wanted to do, but I always felt it would be something in food and retail,” he says. “I started Glace because I wanted the freedom to create whatever I wanted, without constraints.”

What began as a creative outlet in 2023 has since grown into a full-time business, but not in the way he initially expected. “When I first opened, my goal wasn’t to build something huge,” Zabar explains. “I just wanted to create something unique for the neighborhood, something I was proud of, and that gave me space to do things my own way.”

The early days were not instant success. While summer brought steady attention, the colder months told a different story. “Our first summer was strong, but that first fall and winter were actually slow,” he says. “It took persistence, and a bit of luck, to develop our hot chocolate and turn the business into something much bigger.”

That hot chocolate would go on to define Glace in a way few expected, even overshadowing ice cream during New York winters. “We’ve found success in taking familiar ideas and pushing them just far enough that they feel both recognizable and completely original,” Zabar says. “The hot chocolate is the best example of that.”

It is not just about taste. It is about the full experience.

“It tastes great, but what really makes it special is the experience,” he explains. “The way it’s assembled, piped, toasted, and then handed to you as something that doesn’t look like any hot chocolate you’ve ever seen before.”

That idea, taking something nostalgic and evolving it, runs through everything at Glace. The menu changes with the seasons, giving Zabar space to experiment while still grounding each creation in something people already understand. “Each season, we release a new menu,” he says. “It’s an opportunity to test new ideas or bring something back and evolve it. Sometimes the inspiration is nostalgic desserts, sometimes it’s a single ingredient, and sometimes it’s just a simple idea that grows into something bigger.”

The approach keeps Glace feeling fresh without losing its identity.

“The goal is that there’s always something familiar, but always something new,” Zabar adds. That balance extends beyond the menu into the physical space itself. While Glace may look effortless, the experience has been carefully refined over time. “When we first opened, we pieced a lot of things together,” he says. “After our first successful winter, I wanted to rebuild the store more intentionally.”

That rebuild focused on one thing. “During that renovation, we focused on the customer experience, how to make visiting Glace feel fun, memorable, and as good as the product itself.”

It is a strategy that is clearly working. In a city packed with dessert spots competing for attention, Glace has carved out something distinct. It is not just about what you order. It is about why you come back. “In the winter, I hope visiting Glace for hot chocolate becomes something people do at least once a year,” Zabar says. “I see customers come back with friends and family because they want to share the experience.”

And in the warmer months, the draw shifts. “In the summer, it’s about trying new creations,” he explains. Behind it all is a constant stream of ideas, many of which start in the most unexpected moments. “Inspiration comes from everywhere—travel, memories, random ideas in the middle of the night, even in the shower,” Zabar says. “I write everything down. The ideas that stick with me over time are usually the ones that make it onto the menu.”

That steady flow of creativity is part of what keeps Glace evolving, but it is the emotional response that defines its success. “I want people to feel that excitement,” he says. Spend a few minutes at Glace, and you will see exactly what he means. Someone is taking a photo. Someone else is laughing after their first sip. A group is already planning what to try next.

It feels small, but it sticks.

And that is what Glace does best. It turns a quick dessert stop into something you want to come back to, and bring someone with you next time. A few things you might not expect. Glace likely sells more hot chocolate than almost anyone in New York. Zabar himself is lactose intolerant, and still drinks it anyway. And if you spot a long-haired Jack Russell keeping a close eye on things, that is Yoshi, the unofficial mascot, taking the job very seriously.

None of it feels accidental. It feels built. And once you have it, you understand why.