Tyra Banks has always been a disruptor. From the high-fashion runways of Paris to the living rooms of millions through America’s Next Top Model, she doesn't just enter a room; she changes the temperature of it. So, when she announced her pivot into the world of premium ice cream, people weren't exactly surprised. They were curious. Specifically, the buzz around Smize and Dream DC started building a few years back, positioning the nation’s capital as a potential hub for her super-premium ice cream brand. But if you walk through the streets of Northwest or the Navy Yard today looking for a giant yellow sign, you might find yourself a little lost.
Honestly, the journey of Smize and Dream—originally just "Smize Cream"—is a wild case study in celebrity branding, pandemic-era pivots, and the cutthroat reality of the frozen dessert market. It isn’t just about ice cream. It’s about the "Smize Prize," a hidden chunk of cookie dough at the bottom of every cup, and the dream of creating a physical space that feels more like an amusement park than a Baskin-Robbins.
The Vision for Smize and Dream DC
When Tyra first conceptualized the brand, it wasn't supposed to be just another pint in a grocery store freezer aisle. She wanted a "theatrical experience." The initial rollout in California, specifically at Santa Monica Place, set the stage. It featured animatronics, a character named DJ Splitz, and an immersive storytelling element.
DC was naturally on the radar. The District has a massive appetite for "experience" retail. Think about the Museum of Illusions or the constant pop-ups at Union Market. DC is a town that loves a narrative. Smize and Dream DC was envisioned as a place where the community could come together, not just for a sugar rush, but for inspiration. Tyra often speaks about "the dream" aspect—encouraging people to chase their goals while enjoying a scoop of "Straw-Bury-Bury Smize Cream."
However, the transition from a California-based flagship to a DC brick-and-mortar has been anything but a straight line. The brand underwent a significant rebranding phase, shifting from "Smize Cream" to "Smize and Dream" to better reflect its mission of empowerment and global expansion.
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Why the District?
You've probably noticed that DC has become a testing ground for high-end dessert concepts. We’ve seen the rise of Jeni’s Splendid Ice Creams across the city and the local dominance of Ice Cream Jubilee. For Tyra, DC offers a unique demographic: it's international, it’s diverse, and it’s full of people who value both luxury and "doing the work."
The business logic for Smize and Dream DC was likely rooted in the city's high foot traffic and its status as a cultural crossroads. If you can make it work in the shadow of the Capitol, you can make it work anywhere. But opening a physical shop in DC is a logistical nightmare. The permitting process alone is enough to make a supermodel want to hide under a blanket. Then there's the rent. Commercial real estate in prime DC neighborhoods like Georgetown or the Wharf is astronomical.
Tyra's team has leaned heavily into the "Dream" part of the name lately. They aren't just selling dairy; they are selling the idea of the "Smize and Dream Foundation," which focuses on mentorship and helping others achieve their business goals. This pivot suggests that any future DC presence might be less about a traditional ice cream parlor and more about a community-focused space.
What’s Actually Happening with the Ice Cream?
If you’re craving the actual product right now, you might have to look toward your doorstep rather than a storefront. Smize and Dream has pivoted its business model several times, focusing heavily on direct-to-consumer (DTC) shipping and strategic pop-ups.
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- They’ve utilized "ghost kitchens" and delivery apps in certain markets.
- The focus shifted toward global expansion, specifically in the UAE, where Tyra launched a massive presence in Dubai.
- The "Smize Prize" remains the core differentiator—that hidden treasure of cookie dough that everyone talks about.
Basically, the "DC" part of the equation has been caught in the middle of a global strategy shift. While there were whispers of a permanent location, the reality of post-2020 retail means many brands are hesitant to sign 10-year leases when they can reach customers via Goldbelly or local delivery hubs.
Let's talk about the flavors for a second. These aren't your standard vanilla and chocolate. We're talking "Brownies, I Love You" and "Purple Cookie Mon-Star & Me." The culinary brain behind these is often cited as Dr. Maya Warren, an ice cream scientist. Yes, that is a real job, and she’s one of the best in the world. Having that kind of expertise suggests that even if the DC storefront is a "dream" for now, the quality of the product is backed by serious food science.
The Reality of Celebrity Brands in the District
We’ve seen it before. A big name attaches themselves to a project, the press release goes viral, and then... silence. Remember when everyone thought certain celebrity chefs were going to take over the city? Some did, but many found that DC diners are fickle. They don't care if your name is on the door if the product doesn't hit or the service is lacking.
Smize and Dream DC faces the same challenge. To compete with local legends like Mount Desert Island Ice Cream or even the nostalgia of Thomas Sweet, Tyra has to offer more than just a selfie-worthy wall. She has to offer a product that stands up to the DC humidity.
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The brand's move to focus on "Smize and Dream" as a global mentorship and entertainment brand might explain why a dedicated DC shop hasn't materialized as quickly as fans hoped. It seems Tyra is playing a longer game. She’s building an ecosystem, not just a sundae bar.
Is it a "Go" or a "No" for Smize and Dream DC?
Right now, the status is "it's complicated." While the intent to have a presence in major markets like DC has been voiced, the execution has shifted toward digital sales and international flagships. If you are in DC and you want to support the brand, your best bet is checking their official website for shipping options to the East Coast.
The "Dream" part of the company is currently very active on social media, often highlighting entrepreneurs and giving advice. Tyra herself is frequently seen promoting the brand's message of "shattering glass ceilings" while holding a pint.
How to get your Smize fix in the DMV
- Check Goldbelly: This is often the most reliable way to get specific celebrity food brands delivered to the DC area.
- Follow the Pop-Ups: Keep an eye on local food festivals. Smize and Dream has used mobile units in the past to test markets without the overhead of a full shop.
- Retail Partnerships: There have been ongoing discussions about bringing the pints to high-end grocery stores. Keep an eye on the freezer section at Whole Foods or Foxtrot (during their various iterations).
Moving Forward with the Dream
If you’re an aspiring entrepreneur in DC looking at Tyra’s model, there’s a lot to learn here. She didn't just slap her face on a carton. She hired a food scientist. She created a character backstory. She focused on a "secret" (the Smize Prize) to drive word-of-mouth.
The delay in a physical DC location isn't necessarily a failure; it’s a reflection of a changing retail environment. In 2026, a brand’s value isn't measured solely by how many stores it has, but by how much space it occupies in the consumer's mind. Tyra knows how to take up space.
To stay updated on the potential for a physical Smize and Dream DC location, your most effective move is to sign up for their "inner circle" email list on the Smize and Dream website. This is where they announce "drops" and new location scouting. Additionally, monitor local DC business journals like the Washington Business Journal for commercial permit filings in neighborhoods like Union Market or the 14th Street corridor, as these are the prime spots where a brand like this would eventually land. If you're looking for the ice cream itself today, verify current shipping zones on their official portal to ensure the DMV is within their active delivery radius for frozen goods.