The lines out of Clementine’s doors are only part of the story.

by Craig Kaminer / photos by Carmen Troesser

For Tamara Keefe, the founder, CEO and self-described “Flavor Temptress” behind Clementine’s Naughty & Nice Ice Cream, ice cream is something far more profound than a simple sweet indulgence. To her, it is a vehicle for connection, a channel for transformation and an art form that has redefined what it means to follow your passion.

Growing up in Southern California, the Keefes couldn’t afford luxuries however small. They moved constantly and money was always scarce. But they never missed church. After Sunday services, her friends would get ice cream; Tamara didn’t.

Then her mother found a hand-crank ice cream maker for $2 at a garage sale. That sparked the beginning of a cherished family ritual. Every Sunday, the entire household gathered to churn homemade ice cream. The simple act of mixing cream and sugar together not only produced a delicious treat but also wove an unbreakable thread of community, warmth and belonging into the fabric of her early years. They shared their hand-churned creations with other churchgoers.

That experience instilled in Tamara an abiding belief: food - especially something as universally loved as ice cream - has the power to bring people together.

“Ice cream changed my life,” she says. “It wasn’t just about the taste. It was about the memories, the conversations and the shared joy of creating something with your own hands.” After college, Tamara built a formidable career in corporate America. Climbing the ladder at DuPont, she managed a $70 million business segment and maintained a grueling 60- to 70-hour work week.

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“I had everything I thought I wanted, but I was miserable,” Tamara says. Her days were filled with endless meetings, long commutes and the relentless pressure of corporate performance - all while missing out on the personal connections and simple pleasures that once defined her childhood.

The turning point came on a weekend spent with a close circle of friends at the Lake of the Ozarks. Knowing how miserable she was, they urged her to step away from the golden handcuffs of her high-powered career. It wasn’t an easy decision; it meant sacrificing financial security and stepping into an uncertain future. With her life’s savings and her own 401(k) in hand, she made the leap to pursue her dream: Making the best ice cream in the country.

In 2014, Tamara founded Clementine’s Naughty & Nice Ice Cream in St. Louis.

“Clementine's is actually named after my grandmother's best friend,” she says. “Clementine was a grandma like no other grandma at that time. I don't know about your grandma, but my nonna [Italian for grandmother] had permed hair and wore house dresses. Clementine was her best friend. She had long silver hair and she wore red lipstick and high heels. And I had just never seen such an elegant creature like that before.

“So I grew up thinking someday I'm gonna have a little girl and I'm gonna name her Clementine and she's gonna be just like that. Well, I hadn't been blessed in life with a little girl or with children. So when I decided to open my baby, which is Clementine's, the name seemed fitting.”

What started as a single storefront in Lafayette Square has since blossomed into a beloved micro creamery with eight locations in St. Louis and Illinois, a nationwide shipping program and event catering.

The early days were anything but easy. “Everything takes twice as long and costs twice as much,” she recalls.

From the outset, Tamara was determined to adhere to strict quality standards. She worked tirelessly in a lab, collaborating with food scientists and chemists to perfect a trade secret process for freezing alcohol into ice cream. This innovation not only set Clementine’s apart from conventional ice cream parlors but also helped cement its reputation as a leader in the artisanal, small-batch movement. Her relentless pursuit of flavor perfection, combined with a commitment to using only the highest quality ingredients, has earned Clementine’s numerous accolades - including multiple North American Ice Cream Association Flavor of the Year awards.

Tamara’s vision was always to establish a space where the community could gather, share and create lasting memories. Every scoop of ice cream that leaves a Clementine’s parlor carries with it a sense of nostalgia, a reminder of those childhood Sundays spent gathered around a homemade treat. “I want every customer to feel that warmth and connection when they taste our ice cream,” she says.

Each batch of ice cream is crafted with care and every location is designed to reflect the friendly, inviting spirit of a neighborhood gathering place.

Transitioning from a corporate environment to the unpredictable world of entrepreneurship required not only business acumen but also a significant shift in mindset. One of the most striking lessons she learned along the way was the value of rejection.

“The infamous and brilliantly smart restaurateur Zoë Robinson once told me, ‘No is a gift,’” Tamara recalls. Instead of perceiving rejection as a setback, she embraced it as an opportunity to refine her vision and find the right partners, locations and strategies that would ultimately define her brand.

This philosophy, which she describes as the “Power of Now” has been instrumental in shaping the culture at Clementine’s. It encourages resilience, fosters innovation and ensures that every decision is made with the long-term vision in mind. For Tamara, leadership is about inspiring her team of more than 250 employees to share in her passion and to carry forward the legacy of community.

One of the most compelling aspects of Clementine’s Naughty & Nice Ice Cream is its fearless approach to flavors. From the beloved classics to audacious seasonal specials, each flavor tells a story - a story of creativity, cultural fusion and the joy of discovery.

Her innovation extends to the production process. When she founded Clementine’s, Tamara and her team embarked on a mission to perfect a unique method of freezing alcohol into ice cream - a process that demands precision and creativity. This willingness to break the mold has positioned it as a pioneer in the micro creamery space.

“We've just evolved over time,” she says. “We want your parents to be able to walk through the door and go, ‘My gosh, I love this place. It reminds me of the ice cream parlors from when I was a kid,’ and right down to your young son who comes in and is like, ‘This is the coolest ice cream parlor I've ever been in.’ I think Clementine's was really born out of my love of all things French,” Tamara says. “I'm definitely a little bit of a Francophile for sure. So you'll see a lot of French inspiration around all the parlors. But I wanted it to feel familiar and a little bit hip, a little bit edgy and very vintage.”

What truly sets Clementine’s apart is its deep-rooted commitment to community. Whether it’s through in-store events, local partnerships or community-driven initiatives, Clementine’s is dedicated to building connections that transcend the transactional nature of business.

This community focus has not only resonated with customers but has also fueled rapid expansion. A recent move into a sprawling 25,000-square-foot production facility in North St. Louis City has positioned the company for further growth, including an ambitious plan to open a shop in every state. For Tamara, every new location is more than just a business opportunity - it’s another chance to spread the joy of ice cream and to cultivate a sense of belonging in communities far and wide. Her leadership extends beyond the confines of her creamery. Serving on boards such as St. Louis Civic Pride and engaging actively with local and national entrepreneurial organizations, Tamara is dedicated to giving back to the community and uplifting others.

Behind every success story lies a tale of sacrifice and Tamara’s is no exception. Trading the security of a six-figure salary and a prestigious corporate title for a life of uncertainty meant downsizing her lifestyle, reimagining her definition of success and often confronting moments of self-doubt. Yet, these challenges only served to reinforce her commitment to her vision. “I realized that true happiness isn’t measured by financial success alone, but by the impact you have on people’s lives,” she says.

Under Tamara’s leadership, Clementine’s has garnered significant acclaim in the competitive world of artisanal ice cream. The company has won multiple awards, including the coveted Flavor of the Year recognition from the North American Ice Cream Association in both 2019 and 2023. The brand’s success has caught the attention of national media outlets and industry leaders alike. From features on “CBS This Morning” to profiles in Food & Wine and “Good Morning America”.

For Tamara Keefe, the journey is far from over. With new storefronts on the horizon, the future of Clementine’s looks as sweet as ever. The challenge is to expand the reach of Clementine’s without compromising the artisanal integrity that has made the brand so beloved. Her corporate plan includes opening 40 parlors in the next five years, go into grocery in the Midwest and start franchising as they expand the Midwest region.

Tamara’s story is one of bold choices, relentless passion and an unwavering commitment to making the world a sweeter place. Clementine’s Naughty & Nice Ice Cream is more than a business; it’s a manifestation of a dream nurtured from childhood, a celebration of community and a bold experiment in redefining what ice cream can be. In a world where the pressures of corporate life can often leave us feeling isolated and unfulfilled, Tamara’s journey is a refreshing reminder that true happiness lies in embracing our passions and sharing them with others. From a $2 hand-crank ice cream maker to a beloved brand with multiple locations and national acclaim, her story is one of courage, resilience and the transformative power of following your bliss.

The story of Clementine’s is being written anew - a story that reminds us that sometimes the simplest pleasures can be the most profound and that every dream, no matter how small it may seem, has the power to change the world.

The Revolutionary Ice Cream Company