I luv this place! ;). I'm a big fan of locally owned establishments that have been around a long time and Luv-It fits right into that category. Admittedly, this neighborhood is a tad on the sketchy side but really, it's pretty typical of all of the areas between downtown and Sahara. Even at night, I feel safe but it's a good idea just to keep your eyes open. The custard!! Wow is that ever good! I'm really not an expert on what distinguishes ice cream from custard but whatever the case, after coming to Luv-It, I guess I'm a fan of custard now!