West Covina couple builds a whole business around s’mores – San Gabriel Valley Tribune


In 2018, wife-team Amy and Noelle Ramirez wanted to bring a sense or nostalgia to their desserts they were to sell at Rooftop Cinema Club’s Downtown Los Angeles location.

“One of my favorite things to do as a kid was to make s’mores,” Noelle Ramirez, originally from Torrance, said. “I actually grew up as a Girl Scout, went camping several times, grew up by the beach, so we had a tendency to go have s’mores at a bonfire.”

But these aren’t your childhood s’mores. Take the banana brulee sundae.

“This unique twist on a banana split starts with a whole banana sliced down the middle and bruleed,”  Amy Ramirez. “For those who may be unfamiliar with brulee, it is a pastry technique where you caramelize sugar on the surface of an item.

“After the bananas are caramelized, we add two generous scoops of ice cream, then top it with mixed nuts, homemade toasted marshmallow fluff and a cherry to seal the deal,” Amy Ramirez said.

This little gem is very popular, not only at the rooftop events but now also, from the brick-and-mortar the Los Angeles couple opened June 10 at 922 W. West Covina Parkway, West Covina, called S’moreology.

“I can’t tell you how many times people keep coming back to have our banana brulee,” Amy Ramirez said. “There have been a few nights when we have run out of bananas.”

The idea behind S’moreology was to bring folks together through artisan treats, while at the same time re-living childhood memories and reintroducing s’mores in a gourmet sort of way never before seen.

“Having our own test kitchen allows us the freedom to experiment with different recipes and products,” Amy Ramirez

Apparently, the place in West Covina is a hit: “Business at our store is going great,” Amy Ramirez said.

Meanwhile, “0ur bakery team is very busy working on exciting new recipes,” she added. Like one menu item, called “Elvis.” It contains churro grahams, vanilla marshmallow, peanut butter, banana and bacon.

Windows dominate the front of the store, so patrons can drool as their delights are made.

“We love toasting up our s’mores in front of our customers and watching their faces light up,” Amy Ramirez said.

On Monday, the only day S’moreology is closed, Noelle Ramirez whipped up a s’mores dish for a photographer and reporter from this news group. It was a variety of three different kinds of s’mores.

Judging by the smile she wore during the preparation, it was easy to see what the business means to Noelle Ramirez. She worked in catering for eight years, did weddings and baby showers and loved watching people making memories.

“I wanted to feel that again, but with my own concept,” Noelle Ramirez said. “And it made sense to make s’mores, build memories. It’s nostalgic, everyone loves it. They’re always happy to see us. Who doesn’t love the lady that makes s’mores?”

S’moreology is open from 1 to 9 p.m. Tuesday, Wednesday, Thursday and Sunday and 1 to 10 p.m. Friday and Saturday. Online orders can be purchased on the website at www.smoreology.com.

“We ship a lot of s’mores kits all around the U.S.,” said Noelle Ramirez, who said being able to do that during the pandemic helped keep the business alive.

The Ramirezes have four employees, but that’s expected to expand. “We’re trying to find more people,” Noelle Ramirez said, “especially gearing up for the holidays.”



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