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Summertime visitors to ByWard Market might savor an icy treat at Stella Luna's pop-up gelato stand.

Despite a recent series of closures in the ByWard Market district, a pair of father and son are taking a gamble, planning a summer pop-up.

,   and  Administrator
3 min read
A pair of father and son are venturing into a temporary shop setup in ByWard Market this summer,...
A pair of father and son are venturing into a temporary shop setup in ByWard Market this summer, undeterred by the latest wave of business shutdowns in the vicinity.

Summertime visitors to ByWard Market might savor an icy treat at Stella Luna's pop-up gelato stand.

In the heart of Ottawa, a duo of father-son pair, Jonah and Lawry Trevor-Deutsch, are bringing a beloved sweet treat to the bustling ByWard Market this summer. Claiming the iconic spot once held by Pub 101 at 101 York Street, they're betting on a revival of the historic district, boosted by the city's pedestrian-friendly plans and increased safety measures.

The Trevor-Deutschs snatched up the award-winning Stella Luna Gelato Café's Old Ottawa South location in March 2024, with the help of Lawry's Dreammind Hospitality Group. It was the cafe's delightful, globally-acclaimed gelato that hooked them, setting the stage for their ByWard Market pop-up. Despite a series of local business closures, they're optimistic about Ottawa Mayor Mark Sutcliffe's initiatives to attract visitors to the area.

"The time is ripe to invest in the market," Jonah, an engineering grad from Carleton University, said confidently. The city is currently evaluating a plan to place pedestrians first, boost street life, and revitalize the food market in the ByWard Market.

The original family-owned Stella Luna Gelato Café went through a sticky situation in February 2022, when a data leak exposed the anonymous $250 donation made by owner Tammy Giuliani to the "Freedom Convoy" through GiveSendGo. This anti-vaccine trucker protest, which occupied downtown Ottawa, sparked public threats that forced the cafe to temporarily close. However, Giuliani publicly regretted the donation, and the Trevor-Deutschs haven't let the controversy dampen their spirits.

"As long as it's a free country, people have their opinions," Lawry said, owning the occasional one-star Google reviews he gets due to the café's past. He believes that a clearer understanding of the situation would ease public response. The Giuliani family still runs a Stella Luna location in Merrickville, with Erica Giuliani, Tammy’s daughter, serving as a full-time, fourth-generation gelato chef.

Settling into a chair repurposed from the Clock Tower Brew Pub, Jonah shared how he's built a network of fellow business owners in Ottawa to help prepare the pop-up for a diverse clientele. This season, the duo aims to cater to both the typical market crowd and families, expanding Stella Luna's reach to a wider demographic.

Stella Luna is famous for its powerful chocolate cinnamon chilli gelato, which they offer for free to mothers close to their due date. Building upon the success of Pub 101, the duo plans to secure its liquor license and serve gelato cocktails on the patio this summer. One intoxicating creation involves steaming gelato with a shot of rum.

"Our staff is encouraged to experiment and create new delights," Lawry said. The duo is hopeful about the recognition Stella Luna brings and plans to use it to carve out a permanent niche in the market, depending on the ByWard Market pop-up's success. The Stella Luna pop-up officially opened on June 14, with the lease running until October. The duo will reevaluate the market's response and decide whether to make the ByWard Market outlet a permanent fixture.

Sources:[1] Ottawa Business Journal, "Stella Luna Gelato Café brings family-friendly Italian delights to ByWard Market", June 8, 2025.

  1. In the ByWard Market, Jonah and Lawry Trevor-Deutsch, a father-son duo, are planning to establish a pop-up of the Stella Luna Gelato Café, having acquired the lease for the former Pub 101 location at 101 York Street.
  2. The Trevor-Deutschs are optimistic about reviving the historic district, citing City Mayor Mark Sutcliffe's initiatives to improve pedestrian safety, boost street life, and revitalize the food market in the ByWard Market.
  3. The Stella Luna Gelato Café in Old Ottawa South was previously owned by the Giuliani family, who faced controversy in February 2022 when a data leak revealed an anonymous $250 donation made by owner Tammy Giuliani to the "Freedom Convoy" through GiveSendGo.
  4. The Trevor-Deutschs, despite the controversy, are confident in maintaining a positive business atmosphere, acknowledging that everyone has their own opinions and emphasizing the importance of understanding the situation.
  5. The Stella Luna pop-up in the ByWard Market offers a diverse menu, catering to both the regular market crowd and families, and plans to secure a liquor license to serve gelato cocktails on the patio this summer.
  6. The duo aims to leverage the recognizable Stella Luna brand to establish a permanent niche in the ByWard Market, depending on the success of the pop-up, which officially opened on June 14 and will run until October.

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