What stayed with me after our conversation wasn’t just the ice cream or the colorful storefront. Image by Curtrell M.
Sometimes the best things in life happen unexpectedly. That’s the meaning of serendipity, a word used to describe finding something good without necessarily looking for it. For Beckie Miller Jacobs, that word eventually became the name of a business that has spent more than two decades serving homemade ice cream to St. Louis.
Walking along Manchester Avenue in The Grove, Serendipity is hard to miss. The colorful storefront, bright pink branding, and large windows offer a glimpse of the ice cream shop inside. It’s the kind of place that catches your attention before you even open the door.
During my recent visit, I sat down with Beckie to learn how a business that began in suburban Webster Groves found its way into one of St. Louis City’s most recognizable entertainment districts. What I discovered was a story about taking chances, adapting to change, and building something that lasts.
The idea for Serendipity began in the early 2000s. Beckie recalled seeing the word on a piece of paper while her husband was working at a law practice. At the time, there weren’t many places in the area specializing in homemade, hand-scooped ice cream, and she saw an opportunity to offer something different.
Before opening her doors, Beckie attended ice cream school and studied in a culinary program at St. Louis Community College at Forest Park. She eventually opened in Webster Groves, where Serendipity became a neighborhood fixture for approximately 18 years.
Like many business owners, Beckie initially imagined expanding to multiple locations. But after years of operating a business, her understanding of success began to change. Sometimes growth isn’t about opening another storefront. It’s about maintaining what you’ve built and finding new ways to reach customers.
In 2022, Serendipity began a new chapter in The Grove, moving from a suburban setting into a busy urban district known for its restaurants, nightlife, independent businesses, and longstanding LGBTQ+ community.
The Grove has a history of being a gathering place for people from different backgrounds, particularly LGBTQ+ residents who helped shape the neighborhood’s identity. While many people associate the district with bars and nightlife, businesses like Serendipity offer another reason to visit. Families can bring their children, friends can meet for dessert, and people can enjoy the neighborhood without necessarily participating in its nightlife.
When I asked Beckie what she hopes Serendipity contributes beyond selling ice cream, her answer centered on being a safe place. Considering the neighborhood’s history and reputation for inclusion, I found that response especially meaningful. A welcoming community needs different kinds of gathering spaces, and sometimes an ice cream shop can provide exactly that.
Inside, the shop is just as colorful as the exterior. The patterned floors, bright accents, and display of homemade flavors give the space personality. Customers can choose from familiar favorites or try something different, including vegan and gluten-free options.
I decided to try the Gooey Butter Cake and Cookie Monster flavors. As someone who appreciates a good St. Louis dessert, Gooey Butter Cake caught my attention immediately. Cookie Monster, however, came with a surprise. I learned that the bright blue ice cream is actually cotton candy-flavored. I wasn’t expecting that from the name, but discovering something different was part of what made the visit enjoyable.
Other offerings include Butter Pecan, What the Fudge, and Play Ball, which draws inspiration from caramel popcorn. When I asked Beckie what she would recommend to a first-time customer, she didn’t have one particular answer. She compared ice cream to pizza, explaining that everyone has different preferences. I appreciated that approach because part of visiting an ice cream shop is discovering what you personally enjoy.
During our conversation, Justin, who works in ice cream production, joined us briefly to explain what happens behind the counter. He shared that making ice cream isn’t necessarily as difficult as people might imagine. Some preparation takes approximately 15 minutes, while certain stages of a vanilla batch can take around six minutes. Seasonal flavors require more attention because of the additional ingredients and preparation involved.
Seeing the packaged pints and variety of flavors gave me a better appreciation for the operation beyond the scooping counter. Serendipity also has wholesale and mobile operations, allowing the business to reach customers outside its storefront.
But producing ice cream is only one part of running the business. Beckie explained that one of the biggest misconceptions about ownership is that people assume successful business owners must be wealthy. The reality includes long hours, financial responsibilities, and personal sacrifices. For her, those sacrifices have included time and the freedom to take winter vacations.
Interestingly, when I asked whether she had ever questioned if Serendipity would survive, her answer was no. Even during the COVID-19 pandemic, when businesses faced significant uncertainty, she remained committed to continuing operations. Government loan assistance helped the business navigate an eight-week disruption.
Another part of our conversation that stood out to me was how much Beckie enjoys employing young people. For many of her employees, Serendipity is their first job. It’s where they begin learning customer service, responsibility, teamwork, and what it means to show up for work.
I found that particularly meaningful because first jobs often shape how young people approach employment long after they’ve moved on. A business can contribute to its community through more than sales and tax revenue. It can also provide experiences that help prepare the next generation of workers.
Beckie also doesn’t believe in gatekeeping information about the industry. Her involvement in the ice cream business dates back to attending an industry convention in 2002, and she continues attending conventions and maintaining relationships with other owners. She believes there is value in sharing knowledge and learning from others.
After 23 years, Beckie has also noticed changes in customer expectations. One of the biggest is the growing demand for instant gratification. Customers increasingly expect convenience and speed, sometimes without considering the preparation required behind the scenes. Still, she believes St. Louis does a good job supporting locally owned businesses, something that has helped Serendipity continue through changing economic conditions and a major relocation.
When I asked what she hopes the next ten years look like, retirement was part of her answer. After more than two decades of business ownership, I could understand why.
What stayed with me after our conversation wasn’t just the ice cream or the colorful storefront. It was the story of someone who took an idea, invested in learning a trade, spent nearly two decades serving one community, and then started another chapter in a different part of St. Louis.
We often talk about supporting local businesses, but sometimes we overlook what it takes for those businesses to remain open year after year. Behind the products are people making decisions, managing employees, adapting to customers, and sacrificing personal time to keep their doors open.
For Beckie, Serendipity has become more than the word she happened to discover years ago. It’s a business that has created jobs, served generations of customers, and found a new home in a neighborhood known for bringing people together.
I walked in expecting to enjoy some homemade ice cream. I left with a better understanding of the woman and the work behind it.
And in a way, that’s serendipity.
Serendipity Homemade Ice Cream
4400 Manchester Avenue
St. Louis, MO 63110
Curtrell Curtis McCann is a contributing writer for The Narrative Matters, covering restaurants, neighborhood development, and the people shaping St. Louis communities.
Curtrell McCann Community Strategist Ferguson Foodies Festival |
