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"Set to open on Sunday, August 3, this cinnamon roll bakery at 137 First Avenue (between St. Marks Place and East Ninth Street) lays out a playful menu: the classic topped with a sugar cookie, cookies and cream, strawberry shortcake, s’mores, and even a savory pistachio pesto burrata roll. There’s also a cinnamon roll challah with braided dough. Founder and baker Arin Senior, who previously worked in the strategic financial department of Estée Lauder Companies, began developing her cinnamon roll recipe in 2023 with the goal of opening her own bakery." - Nadia Chaudhury