In a world that often moves too fast, ice cream remains one of the simplest pleasures—an ephemeral moment of indulgence. TADAA Ice Cream embodies this philosophy, celebrating the fleeting nature of joy, nostalgia, and the unexpected delight that comes with each scoop. I sat down with Lena, the founder of TADAA, to uncover the story behind the brand, the inspiration behind its name, and the creative process that keeps customers coming back for more.

What’s the story behind the name “TADAA”? How did it come to life?

When I asked about the inspiration behind TADAA Ice Cream, Lena smiled and explained how the brand’s essence is rooted in joy. “Ice cream is about happiness in its many forms—childhood memories, small indulgences, and those little moments of magic,” she said. “It’s never the centrepiece of a day like a six-course meal might be, but it’s a moment that adds something special.”

The name “TADAA” was born from this very idea. Lena’s designer had created a word cloud to capture the brand’s spirit—words associated with delight, wonder, and surprise. In that mix, “TADAA” stood out immediately. “It was a natural extension of our concept,” she shared. “It captures that little moment of magic when something delightful happens unexpectedly. And funnily enough, people can’t say ‘TADAA’ without smiling or making some sort of celebratory gesture.”

How does TADAA’s aesthetic reflect the joy you’re trying to capture?

TADAA’s aesthetic is just as intentional as its name. The store is filled with what the team calls ‘melting moments’—visual nods to the ephemeral nature of ice cream. But while Lena has a deep appreciation for design, she credits the final execution to working with skilled professionals. “Good design has layers,” she explained. “To the casual observer, it might just look like a cool brand, but when you spend time on it, you uncover deeper details that make the experience special.”

This philosophy extends to the brand’s typography, packaging, and overall atmosphere. “We didn’t want to be just another ‘artisanal creamery.’ We wanted something playful and accessible,” she added.

What’s the reality of being an entrepreneur, and how do you navigate the challenges that come with it?

Being a small business owner is not without its challenges. “It feels different every day,” Lena admitted. “Some days, it’s exhilarating. Other days, I question everything.”

Running a solo venture in a foreign country has added another layer of complexity, but she’s taken it all in stride. “We’re only five months in, so I’m taking it one step at a time. People often ask if I have plans to expand, but for now, I just want to refine what we have—nail the consistency, quality, and experience before thinking about the next step.”

Despite requests from eager customers to open more locations or stock supermarkets, Lena remains focused on the present. “I come from a corporate background. I’ve spent years in boardrooms managing teams. I don’t want to lose what I love about this business by growing too fast.”

Where do you find inspiration for your flavours, and how do you push the boundaries of ice cream?

When it comes to creating new flavours, the process is both experimental and instinctive. “I’ve been a lifelong ice cream enthusiast,” Lena shared. “I’ve eaten ice cream all over the world, and I follow many makers online. Sometimes an idea starts from a memory, a request from a customer, or even an ingredient I happen to have in my pantry.”

A recent success story came from an unexpected experiment. “I had fresh apple juice, but the colour wasn’t right. I needed something to balance it, so I threw in a surprising ingredient—and it turned out to be one of the best flavours I’ve ever made.”

Beyond traditional flavours, TADAA has explored unique combinations like liquorice (a hit with European customers), basil, and seasonal fruit pairings. “Ice cream has structure—if you hit the right components, it will always work. The question is whether it tastes great.”

What makes TADAA stand out in a world full of ice cream brands?

What truly sets TADAA apart isn’t just the quality of its ice cream—it’s the personal touch. “We know our regulars by name. We know which kids have just written a test, or what someone’s favourite flavour is. That kind of connection is what makes this special.”

In a saturated market, TADAA stands out not by offering a massive variety of products but by going deep into what they do best. “People always ask why we don’t sell waffles, coffee, or milkshakes. But I believe in focusing on one thing and doing it exceptionally well.”

What does the future hold for TADAA—are there any exciting projects on the horizon?

While TADAA is still in its early days, collaborations have already played a key role in its journey. “We worked with The Blue Café to create a Christmas cake ice cream, which was such a fun project. I’d love to do more of that—partnering with local businesses and playing around with new concepts.”

As for the future? “I don’t have a roadmap, and I like it that way. Right now, I’m focused on making TADAA the best it can be. But who knows? Maybe one day, there’ll be a flavour inspired by a bagel,” she laughed, hinting at a past attempt to collaborate with a local bakery.

One thing is certain—TADAA is more than just an ice cream shop. It’s a space built on passion, creativity, and a love for the little moments of joy that make life sweeter.