# Luv-It Frozen Custard > Walk-up frozen custard stand on East Oakey since 1973: fresh daily flavors, 55-plus sundae combinations, shakes, malts and quarts to go. - Trade: Dessert Shop - Location: Las Vegas Valley (serves Las Vegas Valley) - Website: https://luvitfrozencustard.com/ - Phone: 702-384-6452 - 702 Alliance status: Listed: researched from public sources, not yet claimed by the owner - Profile: https://702alliance.com/members/luv-it-frozen-custard/ Dorothy Woods had worked at Leon's, a well-known frozen custard stand in Milwaukee, before she moved to Las Vegas. In the winter of 1973 she opened Luv-It as a walk-up shop selling sandwiches, chili and custard. The sandwiches and chili did not last; the family decided early on to make only frozen custard, because the other food took too long. More than 50 years later, Luv-It is run by the fourth generation. Nevada Magazine reported in 2020 that her great-grandson Brandon Tiedemann owns it with his mother, Sharon, and his sister, Brittany. ## Custard, not ice cream The difference is egg yolks, and no air whipped in, so the texture comes out heavier and creamier than ice cream. Luv-It makes it fresh every day. Vanilla and chocolate are always scooped, along with two daily flavors that rotate on a monthly calendar posted on the website. Brandon has named fresh banana nut, lemon, rocky road, mint chocolate chip and cookies and cream among the most popular. ## How to order it - **Sundaes:** more than 55 combinations, from a one-topping cup to the Swiss Brownie Nut with fresh-baked brownies - **Shakes, malts and floats:** 35 flavors every day, cotton candy included - **Quarts to go:** all 35 flavors, from champagne cherry and Sin-a-Buns to egg nog and gingerbread cookie - **Dairy-free:** Dole soft serve, made daily The shop lists the Western sundae as its most popular: hot fudge, hot caramel and pecans. Brandon's own version adds extra pecans with the hot toppings on top, and customers can ask for it the same way at the window. ### The window The walk-up window has been the classic way to order since 1973, and parking is free. The Luv-It app handles order-ahead and delivery. **Hours:** Sunday through Thursday, 1 to 10 p.m.; Friday and Saturday, 1 to 11 p.m. ## Visit or contact Luv-It Frozen Custard 505 E Oakey Boulevard, Las Vegas, NV 89104 [702-384-6452](tel:7023846452) [Business website](https://luvitfrozencustard.com/) Researched September 26, 2026. [Source 1](https://travelnevada.com/nevada-magazine/frozen-treats-to-beat-the-desert-heat/); [Source 2](https://luvitfrozencustard.com/). This is an independent directory listing, not a claim that the owner has joined or installed a badge. For a correction or removal, [contact Cody](mailto:cody@702alliance.com). Listings are free and badges are optional. --- From 702 Alliance (https://702alliance.com/members/luv-it-frozen-custard/), a free directory of independent Las Vegas Valley businesses. Corrections: cody@702alliance.com.