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Essex County 'Gelotti' Shops To Rebrand, Break Off From Flagship Store Essex County 'Gelotti' Shops To Rebrand, Break Off From Flagship Store
Essex County 'Gelotti' Shops To Rebrand, Break Off From Flagship Store Longtime "Gelotti" employee, owner and award-winning gelato master Mike Guerriero is headed in his own direction. Guerriero and his wife will be rebranding Gelotti Montclair, Caldwell and Randolph, and calling them "Gelati by Mike." The trio will be breaking off from the flagship store in Paterson. The rebranding will kick off with the launch of Gelati by Mike in Randolph on July 21. The other two will be ready by August. The Guerrieros -- along with Mike's aunt and uncle -- are also taking over the Hillery Street Restaurant and Grill in Totowa and reopening as the Hillery Luncheonette th…

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by Cecilia Levine