Pietro Quaglia owns Pietro Nolita, an all pink (some would call it “Millennial Pink”) restaurant in NYC. His aesthetic has drawn fans and social media influencers from all over the world to Elizabeth Street to snap pics and model for selfies over bowls of al dente pasta. But Pietro, who didn’t have an Instagram account before his restaurant became Insta-famous, says he didn’t even know Millennial Pink was a thing when he opened up shop. Now, he’s fully embracing the wave of pink adoration…but not without some hiccups and heartbreak along the way.

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