For sixty-three years, customers have crowded into Veselka, a cozy Ukrainian coffee shop in New York City's East Village, to enjoy pierogi, borscht, goulash, and many other unpretentious favorites. Veselka (rainbow in Ukrainian) has grown up from a simple newsstand serving soup and sandwiches into a twenty-four hour gathering place without ever leaving its original location on the corner of East Ninth Street and Second Avenue. Veselka is, quite simply, an institution.