Jonathan Goldberg knew he wanted to be a small-business owner at a young age, but his original idea to sell creepy crawly bugs to his friends at the playground fell through. With age came wisdom, though his childhood did come into play with his business idea. Goldberg realized that Nevada was scant of the Italian ice and custard shops he frequented while growing up in Pennsylvania; shortly thereafter, CJ’s Italian Ice & Custard was born. Goldberg and his staff swirl frozen custard in flavors such as pumpkin, root beer, cheesecake, and mango. They top spoonfuls of Italian ice with their creamy custard to make a gelati. They also serve Italian ice on its own, sundaes, and concretes, which are custard with candy mix-ins.