Cupcakes, a treat once reserved for elementary-school birthday parties, have undergone a bit of a renaissance as of late. All of a sudden, the small pastries are on nearly equal footing with ice cream in the dessert field, and in Tacoma, one reason for this surge might be Hello Cupcake.

Hello Cupcake, founded in 2007, has quickly become a popular spot in the South Sound for those trying to satisfy their sweet tooth. Not only do they have a walk-in store where anyone can purchase a little treat, but they also specialize in catering for large groups such as conventions, weddings and more.

Owner Allix Zemcik, who began working at Hello Cupcake in the kitchen before purchasing the business, said that the main factor in Hello's success is by keeping track of the specifics, as well as good-‘ol customer service.

"We put a lot of thought and attention to detail into everything we do, from how the cupcakes are decorated, to the atmosphere of the shop," Zemcik said. "We keep things simple without being boring, and strive to put a smile on every customer's face!"

Their success might be partly due that the business is in a very convenient location, right next to both the University of Washington-Tacoma campus, as well as the Tacoma-Pierce County Convention Center. Zemcik said that the college students play a big role at Hello Cupcake.

"Being part of the UW-Tacoma campus definitely has an impact," Zemcik said. "A lot of our customers are UW students and staff, and we also make cupcakes for university events fairly often."

Walking into the small shop, Hello Cupcake certainly has the Zooey Deschanel look down, with a chalkboard menu and everything in very cute-but-sleek pink, grey and white. In a way, Hello Cupcake might represent what downtown Tacoma has evolved into since UW moved in: cleaner, friendlier, and the perfect blend of modern and old-school Destiny City grit.

The cupcakes are also fantastic, of course, because it doesn't matter how great the customer service or the store is: If the food isn't top-notch, people won't buy. Hello Cupcake is certainly top-notch, and Zemcik said that the small company will attempt to strengthen that reputation even more.

"Our goal is always to get better at what we do," Zemcik said. "We want to be a must-stop destination for anyone visiting the downtown area and the obvious choice for anyone who needs cupcakes in the Tacoma area!"

Hello Cupcake, 10 a.m.-6 p.m. Tues.-Sat.; 11 a.m.-6 p.m. Sun. and Mon., 1740 Pacific Ave., Tacoma, 253.383.7772