Lula's logic

When Blythe and her partners started Lula's Apothecary, the best vegan ice cream stand in this hemisphere, they didn't have enough money to afford the letters to put "Dairy free" on the sign in their window. They couldn't even afford "vegan." So the signage says nothing about what they don't put in their ice cream.

What they discovered was that word among the tribe of vegans in the East Village of New York City (an even bigger group than you might imagine) spread fast. The product was...