If Keefe had waited for the so-called “right time” to leave her corporate career and open a neighborhood scoop shop, the world might never have known the joys of Clementine’s. Instead, she took the leap and has built one of St. Louis’ most successful brands—now with multiple locations and national recognition. “Don’t wait for perfect conditions,” says Keefe, who was named Missouri’s Small Business Person of the Year in 2025. “Start. So many great ideas never see the light of day because people are waiting for more time, more money, or more confidence. The truth is, clarity and courage come from doing.”
2026 QUESTIONNAIRE
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Don’t wait for perfect conditions. Start. So many great ideas never see the light of day because people are waiting for more time, more money, or more confidence. The truth is, clarity and courage come from doing. St. Louis is an incredible city for building something meaningful. There’s so much heart here, and the community will rally around you if you’re genuine and passionate. Be bold. Ask for help. And remember that success isn’t just about growth, it’s about creating something that reflects who you are and lifts the people around you.
What’s a risk you took in business that didn’t pan out—but taught you something valuable? In the early stages of Clementine’s, I relied heavily on intuition and gut instinct, which took us far. But I didn’t prioritize data the way I should have. I underestimated the importance of tracking customer behavior, inventory patterns, and seasonal sales in real time. As a result, we made some costly missteps—overproducing flavors that didn’t sell, underestimating staffing needs, and missing opportunities for growth. It was a wakeup call. Now, data informs every major decision we make. Passion gets you started, but data keeps you smart and sustainable.
What do you do when you’re feeling stuck or uninspired? I get back to the scoop shop. There’s something about being in the parlors—talking to customers, watching kids light up over their favorite flavor, hearing what people are craving—that instantly reconnects me to our purpose. I also spend time in the kitchen, playing with new ingredients or revisiting childhood memories that might spark a flavor idea. Inspiration doesn’t always come from pushing harder. It can come from slowing down, listening, and remembering why you started in the first place.
Who in your company (or industry) deserves more recognition for their impact? Our dairy farmers and their cows. Truly, none of this would be possible without them. The care they put into raising healthy, grass-grazed cows directly impacts the quality of our ice cream. It’s easy to forget where your food comes from, but at Clementine’s, we never do. Our farmers are stewards of the land, advocates for animal welfare, and quiet craftsmen in their own right. And the cows? They’re the unsung heroines behind every scoop.
What’s a local organization, nonprofit, or initiative that more people should know about—and why? Marian Middle School is doing extraordinary work that more people should know about. It’s the only all-girls, faith-based middle school in St. Louis serving girls of all backgrounds, with a mission to break the cycle of poverty through education. They don’t just prepare students for high school; they empower them for life with leadership development, academic rigor, and a strong sense of self-worth. As a woman who built a business from the ground up, I believe deeply in the power of confidence, education, and opportunity. Marian is planting those seeds early, and the ripple effect is incredible.
Hear more from Keefe on the Fast Forward STL podcast.
2025 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has you most excited about the future of your company or industry? We are getting ready to go regional, with Kansas City being next in our playbook.
If you could change one thing about your industry, what would it be and why? I’d want everyone educated about the importance of food, safety, and what it takes to make the best tasting and safest ice cream route.
What’s the toughest business challenge you’ve had to overcome (excluding the pandemic) and why? Funding our growth, while making sure that we are profitable and taking care of our employees.
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MENTORS & PEERS
To whom or where do you go for sound business advice? I have a group of fabulous business mentors, and I am a member of Entrepreneurs’ Organization and Young Presidents’ Organization, where I have an incredible support group of other CEOs around me.
Do you have a business mentor? If so, who and why? I have many business mentors. They are all rather specific to various different areas.
What piece of advice has had the most significant impact on your career? No one cares what you know until they know you care.
If you could have dinner with any two area business leaders, who would you choose and why? David Steward as a visionary thought leader and brilliant businessman who is committed to and investing in St Louis, and Rex Sinquefield.
Who is the most interesting under-the-radar/emerging business leader in St. Louis and why? I don’t know that I could pick the most interesting leader because I know so many amazing people doing really cool things in St. Louis. But Beth Handrigan is one to watch; she is the CEO of Lean Media and has quietly insignificantly been growing her business from St. Louis nationwide. She’s breaking barriers and humbly driving change and leading her industry.
What is one thing you would change about the St. Louis metro area business environment and why? Bring the city and the county together, so we are acting in unison and helping St. Louis and the metro area grow, thrive, and prosper.
BACKGROUND
Where were you born? Denver, Colorado
What was your childhood aspiration? To make ice cream—oh, and I wanted to ride around in a purple limousine like Prince!
What was your first job, and what did you learn from it? I worked for a little old, pink haired lady who worked for Mary Kay, putting stickers on her lipstick cases. She taught me that you have to get your name out there because you never know who’s gonna see it and reach out.
What educational degrees do you hold, and where were they earned? I have my bachelor’s from Pitzer College and my MBA from Peter F. Drucker and Masatoshi Ito Graduate School of Management at Claremont Graduate University.
HOBBIES & INTERESTS
If you were not in your current profession, what would you be doing and why? Marketing, strategy, and brand since that’s what I use to do before running the best ice cream company in the Midwest
What is your favorite St. Louis-area restaurant, and what do you typically order there? Akar, to start. I love their garlic noodle, followed by the crab meat burrata tomato salad, and finished with the roasted duck breast. Bernie Lee’s food is amazing!
What is one item you recently crossed off your bucket list? I got to spend a week with Richard Branson and a few CEOs on his private island focusing on how we as leaders can give back and drive philanthropy in our communities
What is one book you think everyone should read (or podcast everyone should listen to) and why? Everything you need to know you learned in kindergarten, because people fundamentally need to realize the importance of how we treat each other and what’s important in life.
What’s your hobby/passion? Great food, wonderful people, travel, and making ice cream, of course!
What is your most prized possession? My family photographs.
What would people be surprised to learn about you—a fun fact? I surfed in high school.
What is your go-to karaoke song? Anything Pat Benatar.
Hear more from Keefe on the Fast Forward STL podcast.
