I live close to the shop & never realised what it was, walking past it, to use the shops either side. I just presumed it was some sort of venue company, specialising in parties,christenings, weddings, baby showers & that sort of thing mainly because of the sugar icing colours of the exterior & interior - balloons tied to the railings & strange little gatherings of people having what looked like birthday tea parties outside the shop, sometimes with awful(sorry) live music. Very odd indeed.