Veselka, ca. 1980.

Established in 1954 in a small storefront—as a candy shop and newsstand— Veselka was founded by Ukrainian refugees Wlodymyr and Olha Darmochwal. The new business was named for the Ukrainian word for rainbow. In 1966 the owners took over an adjacent space on 9th Street, allowing for a full luncheonette. A family-run business, even still, Veselka has long been a curious mix of old world traditions and the modern social milieu of the East Village. They began offering 24 hour service in 1990 and expanded in size in 1996. Pierogi and borscht for everyone, whenever you want!