Just a few years ago, Tonnie Rozier ran a Boys and Girls Club in Jersey City while baking cakes at night for wholesale clients. Demand for his products grew quickly, pushing him to open his own bakery, Tonnie’s Minis Cupcake and Coffee Bar, in 2006—but its West Village storefront was so small that cakes took up too much space. To adjust, Rozier switched to cupcakes.

Tonnie’s Minis became an NYU hot spot. Celebrity awareness soon followed, catching the attention of people like Jay-Z and Kimora Lee Simmons. Now, Rozier is expanding with a bigger Harlem location on Lenox Avenue.

The new store had its grand opening last week. It is a precarious time for small businesses to expand, but the new Harlem location has had a steady stream of customers since it opened. Rozier still has some technical glitches to smooth out—hiring enough staff, training—and he occasionally runs out of certain flavors because he is gauging demand, but the customers don’t seem to mind.