The latest addition to Cardiff Market has passersby stopping in their tracks to see what's on offer.
Kreme of Cardiff has opened in Cardiff Market, selling a huge range of desserts from cheesecakes and doughnuts to Belgian waffles and pastries.
The stall is owned by husband and wife Chris and Wioleta Orzechowska. When I arrive at the stall on a Monday morning, crowds are already starting to form before the team have even had a chance to lay out their huge selection of cakes.
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Chris, 35, who opened the stall two weeks ago, said business has been booming.
"It was crazy busy, with queues all day. We didn't expect that," Chris said of the first few days the stall opened.
"It was exciting to see. When you open something new, this is exactly what you want."
Chris said the idea to open Kreme of Cardiff came after Wioleta, 35, made some cakes for a children's birthday party they were attending with their two young daughters.
"The kids just fell in love with them," he said.
"I thought maybe this is something we can do, because I think there's a gap in the market for that kind of cake."
The stall sells a huge range of cakes, with over 46 different flavours and kinds available, many of which you wouldn't usually find in your local bakery or cake shop.
Chris says they try to alternate the flavours every day so that there is always something different on offer.
"When people pass, they say 'Oh my god, this is amazing,'" Chris said.
"We think people are going to love them, and we've had over 850 likes already on Facebook."
Indeed, everyone who passed while I was at the stall slowed in their tracks to look at the colourful cakes on offer in the glass cabinets, while other market traders were keen to ask Chris more about the more unusual flavours on offer.
We tried just five of the huge range of cakes and pastries on offer, including a forest moss cake, Oreo cheesecake, New York cheesecake, a peach cake, and apple cake topped with meringue. Despite the low prices, with each cake costing £3, the portions are huge. All the cakes range from as low as 50p to £4.50.
The Oreo cheesecake is one of their bestselling cakes, Chris says, and it's easy to see why. The cheesecake itself is creamy and topped with shards of dark chocolate with a crunchy Oreo biscuit base.
The forest moss cake is a striking green and pink, and one of the more unusual flavours on offer. It is made up of layers of soft sponge made with spinach - which gives it it's bright green colour - as well as light cheesecake, and a thin layer of raspberry jelly in the centre, providing a nice contrast between textures and flavours.
The New York cheesecake - one of Chris's favourites - is topped with a layer of soft caramel and almond flakes and has a light, vanilla flavoured cheesecake. The saltiness of the caramel topping, as well as the subtle flavour of the almonds, contrasts nicely with the sweetness of the cheesecake itself.
The apple cake topped with meringue is one of the more unusual cakes on offer but doesn't disappoint - the sweetness of the meringue contrasts nicely with the apple filling and the crisp base.
The peach cake has a good amount of peach chunks throughout a layer of tangy cheesecake and comes with a crumbly biscuit base.
The stall gets fresh deliveries of cakes every day from a family bakery in London.
"They make it every day for us - whatever we want. It's homemade," Chris said.
"It's based on delicious things I remember from my childhood. When we went to the birthday party and my wife made the cakes, people were so impressed and it's the same reaction now. People try the cakes and it's the same as what we did for the birthday party.
"Cardiff Market is at the heart of the city centre, and I can't imagine a better place for that."
Seven years ago, Chris owned a restaurant called My Place on Broadway in Cardiff.
"It was a really good restaurant, but I think I picked the wrong place to be honest," Chris said.
"It was a quieter street."
But, since opening Kreme of Cardiff, Chris says that business has been "amazing."
"The feedback we've had from people - they just love it," he said.
"We didn't expect this to happen. I feel excited every day because I think this will just grow and grow. We have people coming back every day for cakes.
"We even had one customer who brought a bag of sweets to my staff because of how nice they are."
This isn't Chris's only business venture in the market, however. In about three to four weeks time, he is set to open a pierogi shop upstairs, selling different flavoured dumplings.
"When we had our restaurant, the biggest seller was pierogi. We're going to make them fresh, right in front of you.
"We have a seating area and we want people to come with their family and enjoy their meal. We have plenty of different flavoured dumplings.
"They're healthier as well because we'll be boiling them in the water, not frying them in oil."
Chris and Wioleta both came to Cardiff from Poland in 2006.
"I swear I feel more Welsh now. We loved Cardiff from day one. I knew it was going to be my home," he said.
"I think this is something new. I couldn't find anything to compare to our cakes - they're not expensive. I'd prefer to sell more cakes so more people can buy them and enjoy, than to sell less cakes to make more money," Chris said.
"The traders in the market buy our stuff to take home as well."
The stall also sells celebration cakes and takeaway coffees.
"You make a business to make money, but if your business actually makes people happy - we just like to have a good laugh," Chris said.
"We have good fun and sell good cakes to people who'll enjoy them."
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