They're in the business of kindness.
The name la la land represents a dream world. They set out to bring la la land to life. a place where you walk in and feel a true sense of joy for life. a place where you are loved for who you are. a place that brings together all human beings. a place where kindness is priority. if they can have a positive impact on all human beings who walk through their doors, the kindness will spread like wildfire. the more stores they open, the more people they touch, the more thet can prove that kindness is the way. people before profits.