"What you're buying is 15 minutes in a very cool place."

Pinkberry
Belmont Shore
August 9, 2007

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So said one of Pinkberry's co-founders in a recent interview in the Financial Times.

So cool, in fact, that they would rather not share those secrets with the world at large. As I shot these, the cashier came over and, smiling, gently asked me not to photograph in Pinkberry. (Note her in the background of the shot of Ellie, gathering up her nerve to ask us to stop.)