As temperatures soar, there’s one luxury summer treat deserving a place at the top of your must-try list. Petrossian has joined forces with Elevate to unveil an exclusive creation that pairs the silky creaminess of ice cream with the unmistakable elegance of caviar. Bringing together two seemingly contrasting culinary icons, Elevate and Petrossian prove that the most extraordinary experiences are often born from the simplest ideas, when crafted with exceptional ingredients. The result is an indulgent soft serve infused with collagen, a wellness favourite, and finished with a generous topping of exquisite Petrossian caviar. Designed as the ultimate luxury-with-benefits moment, this limited-edition collaboration perfectly balances indulgence, and thoughtful ingredients.
Inspired by the philosophy often attributed to Leonardo de Vinci that “simplicity is the ultimate sophistication”, Petrossian’s long term ethos, “exceptional, simply” resonates in this collaboration with Elevate, whose brand origin lays in a thoughtful ingredient selection process guided by a commitment to quality, and a contemporary approach to wellbeing.
Caviar can lift a dish, or be the star of it, depending on the flavour and texture of the species and at Petrossian, excellence is constantly reinvented through new ways of enjoying it, new pairings and new moments. And at the heart of this creation are just a handful of carefully selected ingredients.
Smooth, perfectly balanced collagen infused soft serve meets the delicate salinity and complexity of caviar, creating a flavour experience both unexpected and remarkably pure demonstrating how exceptional ingredients can bring together tasting, craftmanship and mindful enjoyment in equal measure.
More than a collaboration, this is a celebration of modern luxury, where authenticity takes precedence over excess, craftsmanship over impersonality, and quality is valued above all else. Every detail has been carefully considered, with each ingredient chosen for its purpose and provenance.
Together, Elevate and Petrossian invite guests to discover a new interpretation of indulgence: one where simplicity becomes the highest form of luxury and where luxury and wellbeing coexist effortlessly. When every ingredient is exceptional, less truly becomes more.
Available from 29 June until 16 August exclusively at Elevate Selfridges and Petrossian South Kensington.
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Elevate
Elevate Wellness is London’s first dedicated functional beverage destination, having opened its doors in Bank in June 2025 before bringing its second location to the iconic Selfridges Food Hall in April 2026. Founded by Julia Baldet, Elevate came to fruition after she experienced the toll of corporate burnout during her career in private equity. As Julia navigated her own wellness journey, she became frustrated by the lack of genuinely healthy, convenient options, and so spotting a clear gap in the market, she decided to take matters into her own hands and thus Elevate was born. With recipes designed and reviewed by nutritionists, Elevate serves a range of functional smoothies and protein shakes, each with a specific benefit in mind, and ingredients chosen to align with wellness priorities such as balanced energy, digestion, muscle recovery and more.
Petrossian
The renowned French caviar house started in the UK as an exclusively B2B business 10 years ago, but has since moved into consumer sales too, via the online shop which launched in 2020 and the South Kensington boutique in 2022 where guests can enjoy Petrossian caviar, smoked salmon and other delicacies under the expert advises of its experimented staff.
The Petrossian Family has been sourcing and maturing the world’s finest caviar since they first brought this incredible delicacy to Paris in 1920. Originally from Armenia, Melkoum and Mouchegh Petrossian brought their ancestral knowledge and a commitment to craftsmanship, which had been honed on the banks of the Caspian Sea. In Paris, they found a rich appetite for luxury, elegance and taste. Quickly branching into smoked fish and other fine foods, the brothers continued to apply their passion, rigorous standards and a few trade secrets to the art of caviar.
Over the last century, Petrossian has mastered their art, and perfected how to pair the perfect caviar with the most discerning clientele. Their passion and commitment to excellence have made the Petrossian name synonymous with timeless elegance and sophistication. Just like their ancestors, the Petrossian Family still tastes and tests the caviar personally. Combining their own experience with time-honoured traditions and family secrets, they can ensure that every bead of caviar meets the highest standards of the most discerning chefs. Petrossian offers nationwide access to an acclaimed range of specialities, from expertly matured caviars and beautifully smoked salmons to truffles and foie gras, with same day courier service in London. The Petrossian team pride themselves on a close and personalised relationship with each chef, and have a caviar lab in the UK where chefs can speak with the Caviarologist and create more supplier/chef interactions.
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