A crowd of Swindonians with a sweet tooth gathered outside Sugar Shack to be among the first to try its selection of cakes after its official opening.
The new Orbital Shopping Centre bakery is the brainchild of Elly Ireland, who started the cake business operating out of her Moulden View home, but saw demand grow so much that she was in the position to open her own cafe.
Around 50 people were eagerly waiting outside the new venue at 10am on Monday, May 30 while Elly and her team added the finishing touches to the inside.
"I didn't think there would be that many people there," she said.
"It was great obviously, but I did get a bit overwhelmed this morning and I had to hide out the back for a bit. But I'm so pleased with how it's gone and I'm happy now!"
Prior to the opening, Elly had described her vision for her bakery as being an 'Instagram cafe' and that's certainly what has been achieved with the interior.
Bright pink neon lettering saying "Call for cake" next to two vintage, also bright pink, phones can be seen on the left-hand side next to a breakfast bar area. 
On the right-hand side is a collection of sleek monochrome gold chairs and tables as well as a massive 'cloud' wall with more bright pink neon lettering that said: "Be the rainbow in someone's cloud."
At the till area, a large pink blossom tree and the Sugar Shack logo brightly lit up completed the 'Insta-friendly aesthetic.
As well as the expected brownies, blondies, cakes, buns and tarts, Elly has expanded what is on offer to also include tea, coffee, milkshakes, paninis and even an A La Carte menu.
The cakes and bakes themselves come in big portions or slices, feature well-known confectionary and there's a large range of options available from full milk to vegan, to gluten-free.
Addressing the businesses' followers on Facebook, Elly said: "I hope you all enjoy it as much as we want you to, as we have worked countless amounts of hours, literal blood sweat and tears have been poured into this business & shop.
"It has been one of the hardest processes we have endured especially with a young family however we have had the best support group around us to help us create Swindon’s first Insta Cafe.
"Thank you to everyone who has supported us."
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