About Us

...pasta. And before that—pudding.

In 2012, Irina Zlatkina Rey launched Shiny Spoons, a line of indulgent, allergy-friendly desserts made with clean ingredients for people with dietary sensitivities. Within two years, the brand was picked up by 180 stores across the East Coast, including Whole Foods, MOM’s Organic Market, and Lowe’s Foods. That early success proved something Irina always believed: when food is made with love, quality, and creativity, it connects people.

Years later, during the pandemic, Irina started a fresh pasta business from her home kitchen as a way to keep her kids engaged when summer programs shut down. It quickly became a family affair—Alex, her older twin sisters, Sophia and Maria, and their younger brother, Nicholas, all took part in the making, selling, and storytelling. They brought their pasta stand to a local farm market each weekend, and week after week, they sold out within hours. It was never just about the pasta—it was about the togetherness, the hustle, and the pride of creating something real with their own hands.

Today, Sophia and Maria are pursuing college degrees in Tennessee and Maryland, while Nicholas is thriving in high school. And Alex? She’s the spark behind Not Vanilla Co.

From a young age, Alex stood out as highly emotionally sensitive, creative, and rebellious in the most original way. She could make friends with strangers in seconds, but often felt out of place in school. At 11, she was diagnosed with ADHD—a diagnosis her mother Irina had also received as an adult. School had never been easy for either of them. But Alex wasn’t broken. She was wired for something different—something expressive, intuitive, and free.

Not interested in college or traditional paths, Alex often talked about going back to the pasta stand and building something new together. And so, Not Vanilla Co. was born.

The name reflects everything they stand for: not dull, not traditional, not expected—but still really, really good. It’s a brand that celebrates individuality, neurodivergence, and fearless flavor. At its core, Not Vanilla Co. is about creating delicious moments—and real opportunities—for young people like Alex, who shine brightest when allowed to color outside the lines.

Irina’s passion for food runs deep. She grew up in Odessa, Ukraine—a culturally rich, coastal city where Eastern European, Middle Eastern, Jewish, Romani (Gypsy), and Arabic influences all blend in kitchens and courtyards. It’s this diverse culinary heritage that inspires her to take risks with flavor and reimagine old-world ingredients in new, unexpected ways.

With Not Vanilla Co., Irina brings together her experience, creative spirit, and love for her children to build something extraordinary. This isn’t just ice cream. It’s expression. It’s inclusion. It’s legacy.

Because they don’t do ordinary.
They scoop Sublime.