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Samantha Wasser


The brains behind one of our all time favorite lunch spots by CHLOE. (have you tried the Matcha Kelp Noodles?), Sam Wasser is a force to be reckoned with in the restaurant world. We chatted with her about business, and how she incorporates wellness into her busy life.


Can you tell us where you’re from and a little bit about your background?

I grew up on the Upper East Side. Went to George Washington University and then came back to New York to start working in entertainment. After a few years, I decided to join the family business so I came to ESquared Hospitality to start creating new concepts and opening restaurants for the hospitality group.

How did you get involved with Chloe Coscarelli and eventually open up the first by CHLOE?

When Chloe first came to us with an idea to open a vegan restaurant, we immediately saw a niche missing from the fast-casual space and an opportunity to create something really exciting.  So, I took that idea, and worked with my team at ESquared and our partners at Paperwhite for branding and Dekar for the design to create what is now by CHLOE. coast-to-coast.  Our first meeting to the opening of our first location was just about 2 years.

What’s the biggest challenge you’ve come across in this whole process so far? 

When we were planning the opening of our first by CHLOE. location, we were constantly learning and stumbling over bumps along the way, as it was our first fast-casual restaurant.  The nice thing in hindsight was no matter how big the challenge may have been, they all taught us something that helped tenfold as we went on to open our second and third locations.  I think we overcame our biggest challenge when the doors to our Bleecker location finally opened, all the hard work finally paid off.

What items are always in your fridge and pantry? 

Essentia water, by CHLOE. Matcha Kelp Noodles, and the ingredients to make a green smoothie every morning!

Do you have any beauty and wellness rituals? 

I wash my face with my doc Barney Kenet’s M/Power Wash and hydrate with MUN Skin’s all-natural Rejuvenating Rose Toner mixed with MUN Skin’s Brightening Youth Serum. At night I also apply and swear by The Blue Cocoon Beauty Balm from May Lindstrom Skin. Right now I owe my clear complexion to Shamara Bondaroff of SB Skin! Shamara’s Microcurrent Facials are basically like pilates for your face!

Makeup wise I keep things pretty simple. I usually start with a layer of NARS Pure Radiant Tinted Moisturizer in Grouenland or Glossier’s tinted lotion in medium. Followed by a touch of RMS Beauty’s Un Coverup, Living Luminizer and Lip2Cheek in Diabolique. I am definitely a lip person! My go-tos are MAC’s Ruby Woo, Yves Saint Laurent No. 1 and Chanel Pirate. For a more simple look, I’ll opt for Givenchy’s True Nude lip liner topped with Glossier’s Generation G matte lip color in Jam.

My favorite part of my beauty routine are my manicures with my girl Mei.  I’ve been going to her for four years now and every time she creates something new and creative, whether it’s the by CHLOE. icons, potato chip bags, emojis, stripes, she is so talented she can do almost anything!

What does a typical day look like for you?

No two days are the same for me!  Most mornings, I make a smoothie and hop in a cab to a slew of meetings around the city with our architects, designers, potential brand partners and more for by CHLOE. and several new concepts we are currently working on.  Or I’m popping into our different restaurant spaces to check on construction progress or even check out a new location.  Then if possible, I meet my husband, family or friends for dinner either at home or somewhere in the city or Brooklyn.

Is it rare for you to have a day off? When that does happen, what do you do to relax?

My husband and I just moved into a new house in Brooklyn, so whenever I do have time to relax, I spend it at the house with him and our two dogs, Zeppelin and Bowie.  Taking a walk around the neighborhood or just hanging out in our backyard are two things I wish I could do more often!

You’re working on your 3rd NYC location now as well as two in Boston, and you just opened in LA. Why do you think by CHLOE has been so successful? 

I think it’s a combination of having a menu that’s affordable, photographs beautifully, and tastes delicious, paired with an environment where people feel comfortable meeting up with friends, having a quiet solo breakfast, or just stopping in after a workout for a salad and juice.  I really tried to pay attention to every little detail when I was creating the by CHLOE. brand. I knew I wanted to make something special, that didn’t already exist in the market, and I’m really proud of the final result.  It’s been so exciting to see how the brand has grown over the last year.

It has been a busy and exciting year for you! What advice would you give to yourself a year ago? 

Trust your gut. There are so many times through this process where you want to (and do!) question yourself or your decisions, but in the end, I’ve found that surrounding yourself with people that you trust, and most of all trusting yourself, are what’s most important.

What is up next on the agenda for you and by CHLOE?

We are very excited to open Sweets by CHLOE. this September, a standalone bakery concept that will open next to our flagship on Bleecker Street. From there we’ll open by CHLOE. locations in Soho and then two locations in Boston before the end of the year.  For me, I am also very excited that we just announced a new fast-casual concept we’ll be opening at the end of the year; a fresh Italian concept called The Sosta. You’ll have to stay tuned for more updates about that!!

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