A secular man who happened to walk by felt as if he had just stepped out of a time machine: "Such a long queue? For ice cream?"
"What is this white, fluffy, sweet thing that looks like a cotton ball?" asked an elderly rabbi holding an ice cream cone for the first time in his life. "Whipped cream," the salesman explained, and the rabbi rushed to a nearby stairwell to lick the delicacy in private, so as not to be seen – God forbid – enjoying one of the pleasures of life.
Like what happened just the day before in Tel Aviv's Azrieli during the H&M opening the day before, in Mea Shearim too babies were crushed by the masses of people, children lost their parents, women blended with men, and all for one small ice cream cone. The police were forced to close the street to traffic in order to prevent a disaster.
The public quickly got attached to the new product. "Don’t destroy the shape, it will be a shame," one woman told the salesman as she watched him approaching a large chunk of Oreo ice cream covered with real chocolate balls in order to move part of it to the cone.
A commotion broke out when Neturei Karta members arrived with loudspeakers and called out to the crowd: "Modesty, gentlemen, modesty. We don't want any mix up here. Women must not be with men."
The ice cream chain's owner, Yaakov Halperin, immediately organized two queues, one for men and one for women. Iron barriers were dispatched to the area and the men and women were separated. Each time, eight men were allowed to enter the store, followed by eight women.