EDITOR’S LETTER

SCAN TO EXPLORE OUR DIGITAL SIDE

HOW TO SCAN: OPEN, AIM & TAP

HOW SWEET IT IS!

Who among us hasn’t had a wineinduced conversation about finding that great new business idea? My friends and I have gotten really good at it. (The talking part, not the implementation part.) Then there are the people who don’t look for the new thing. They look for the thing right in front of them that can simply be made better. And—this is kind of key—they actually do it.

It takes truly fearless people to risk building something from the ground up with nothing more than dedication and a dream. Greenwich boys Pete and Ben Van Leeuwen are just that— fearless. It also takes creativity. These brothers have created a brand that not only stands out in a crowded category but also stands up against mega-brands (you know, like those owned by a little company called Unilever).

Van Leeuwen Ice Cream has grown into a brand with an incredibly loyal following— from hipsters to foodies to kids with a sweet tooth. How’d they do it? Author Jamie Marshall finds that out in “Sweet Business” (page 72). She sat down with the pair as they were preparing to christen their new shop on the Avenue, and what unfolded is an inspiring story all about friendship, familial bonds and ingenuity (knock-off Oakley sunglasses, anyone?). It’s also a story about business smarts, building a company the right way and taking setbacks in stride. Doubt may have crept in, but they didn’t let that stop them. They persevered by rolling up their sleeves and saying: “Why not us?” And the universe couldn’t argue. The hard work paid off—and the sweet reward? A thriving company.

As Ben says of their new Greenwich store, “It’s nice to come back to where you came from as a success.” And as their hometown magazine, it’s an honor for us to celebrate that success. Welcome home, guys!

Perhaps the next time we’re mulling over business ideas, we should consider grabbing a scoop of ice cream instead of a glass of wine.