Italian ice trailer Good Vices recently began to operate in the Richmond area. (Photos courtesy Good Vices)
Newly launched local Italian ice company Good Vices started out as a joke.
Earlier this year, Emma Ansari was out of a job as a product manager and was brainstorming her next professional move with husband Omar. The conversation turned, tongue in cheek, to buying a franchise of Pelican’s ShoBalls, a chain of shaved ice shops Emma enjoyed while the couple lived in their native South Carolina.
“Honestly, I was just joking with Omar when I brought up Pelican’s,” she said. “And then he was like, ‘Wait, what if we actually did this.’”
Good Vices serves Italian ice made by the company.
After looking into a Pelican’s franchise, the couple ultimately decided instead to launch their own original Italian ice concept, which started slinging frozen treats from a truck-towed trailer earlier this month.
Good Vices makes its own Italian ice, and so far has focused its efforts on serving its frozen sweet treats in the Rocketts Landing area, because the couple lives on the east side of Richmond and is familiar with that part of town.
“I usually go on a walk down the Cap Trail at least a few times a week and I’ve seen how populated it was down by the river, with people fishing, skateboarding, walking. So we knew it would probably be a decent community for us to vend at,” Emma said.
The company also operates in other parts of the area and is working on expanding its presence in Short Pump, Midlothian and Bon Air. Good Vices also does catering and is exploring an expansion into wholesale operations.
Good Vices serves what Emma described as the usual Italian ice flavors, but also aims to set itself apart from competitors with its flavor combinations.
Emma and Omar Ansari
“I’m working on one that uses ginger, rose and cranberry. Like, who else in the market has that? And most people have standards like cherry, blue raspberry. We do too, but I want to have something that sets us apart,” Emma said.
The company offers combinations like Bomb Pop (a combination of blue raspberry, cherry and lemon), Chango Merry (which combines mango, a personal favorite of Omar, with cherry) and watermelon lemonade.
Omar estimated that it cost about $35,000 to buy the trailer and equipment needed to launch Good Vices. The company’s colorful trailer features artistic depictions of the Ansaris’ cats Kisses and Elvie.
Emma runs Good Vices as her full-time gig. Omar continues to hold a day job as a software developer, and helps out with the Italian ice business on nights and weekends.
Good Vices is one of at least three mobile food-and-beverage businesses to get rolling in the local area in 2024. Bar concept Shaken Not Spurred started to operate earlier this year, and coffee truck Daily Coffee Co. is up and running after the theft of its vehicle this spring that delayed its launch.
Italian ice trailer Good Vices recently began to operate in the Richmond area. (Photos courtesy Good Vices)
Newly launched local Italian ice company Good Vices started out as a joke.
Earlier this year, Emma Ansari was out of a job as a product manager and was brainstorming her next professional move with husband Omar. The conversation turned, tongue in cheek, to buying a franchise of Pelican’s ShoBalls, a chain of shaved ice shops Emma enjoyed while the couple lived in their native South Carolina.
“Honestly, I was just joking with Omar when I brought up Pelican’s,” she said. “And then he was like, ‘Wait, what if we actually did this.’”
Good Vices serves Italian ice made by the company.
After looking into a Pelican’s franchise, the couple ultimately decided instead to launch their own original Italian ice concept, which started slinging frozen treats from a truck-towed trailer earlier this month.
Good Vices makes its own Italian ice, and so far has focused its efforts on serving its frozen sweet treats in the Rocketts Landing area, because the couple lives on the east side of Richmond and is familiar with that part of town.
“I usually go on a walk down the Cap Trail at least a few times a week and I’ve seen how populated it was down by the river, with people fishing, skateboarding, walking. So we knew it would probably be a decent community for us to vend at,” Emma said.
The company also operates in other parts of the area and is working on expanding its presence in Short Pump, Midlothian and Bon Air. Good Vices also does catering and is exploring an expansion into wholesale operations.
Good Vices serves what Emma described as the usual Italian ice flavors, but also aims to set itself apart from competitors with its flavor combinations.
Emma and Omar Ansari
“I’m working on one that uses ginger, rose and cranberry. Like, who else in the market has that? And most people have standards like cherry, blue raspberry. We do too, but I want to have something that sets us apart,” Emma said.
The company offers combinations like Bomb Pop (a combination of blue raspberry, cherry and lemon), Chango Merry (which combines mango, a personal favorite of Omar, with cherry) and watermelon lemonade.
Omar estimated that it cost about $35,000 to buy the trailer and equipment needed to launch Good Vices. The company’s colorful trailer features artistic depictions of the Ansaris’ cats Kisses and Elvie.
Emma runs Good Vices as her full-time gig. Omar continues to hold a day job as a software developer, and helps out with the Italian ice business on nights and weekends.
Good Vices is one of at least three mobile food-and-beverage businesses to get rolling in the local area in 2024. Bar concept Shaken Not Spurred started to operate earlier this year, and coffee truck Daily Coffee Co. is up and running after the theft of its vehicle this spring that delayed its launch.
Holy wow — if ever an article in RBS has made me smile this year, this is it! I love EVERYTHING about the concept – and whoever designed their cool and fun logos, trailer art design, cups, etc. absolutely nailed it! A total home run — really well done! They got it right. And given how hot this summer has been in Richmond, what better way to cool off than with a delicious, flavorful Italian ice served in those adorable cups. Okay – now I want one! 😋 Wishing Emma and Omar all the very best for tremendous success! Their… Read more »