'Live Well. Die Happy.' New Cupcake Store's Motto

The new boutique cupcake shop in Bryn Mawr is not just a sweet spot, it's a way of life for its owner.

'Live Well. Die Happy.' is the motto of owner Donn Selkowitz, who opened *ndulge in Bryn Mawr on Thursday, March 14 at 1039A West Lancaster Avenue.

The business relocated from State College, Pa., when Selkowitz and his wife Karen moved to this area to be closer to their children and grandchild.

Their offerings include gelato, cupcakes, blintzes and whoopie pies — all made in the Bryn Mawr storefront.

"We believe the Main Line can support the kind of premium brand that we have," Selkowitz told Bryn Mawr Patch. Twenty-two flavors of cupcakes are rotated throughout the week, and each is filled with either pastry cream, curds, ganache or homemade fruit filling. They weigh 5 to 6.5 oz. each.

Their homemade blintzes are inspired by Selkowitz's mother's recipe. It is a kosher dairy bakery, he said. The store will also make just about anything you request, including using your own family recipes. They do wedding and event catering in addition to custom baking.

Gluten-free items are also an option, said Rebecca Altmann, the executive pastry chef who moved with the business from State College. Read about how they do gluten-free here.