SAN DIEGO -- In these tough economic times, there is at least one kind of business that seems to be doing very well.

All over the country, from New York to Los Angeles, the cupcake business is booming.

In San Diego, a new cupcake store is off to a great start.

It's the “Heavenly Cupcake” lounge and they serve… cupcakes.

“No cakes?

“No, just cupcakes,” says Rosemary Pereira.

When Pereira and her husband, Mitch, opened two months ago, in this economy, friends said they were nuts.

“Everybody did. Everybody said that, but you know, I knew cupcakes is a way to bring some happiness to people. You know, if there in a rut, `hey, let’s go get a cupcake,’” Pereira said.

Well, people started coming in. Mary Cuomo and Rich Ford work just up the street.

“So, we came down and sampled it and we’re back almost every day now,” said Ford.

“You’re here all the time?”

“Yeah, we came yesterday, too. We work every day so it’s a nice little treat in the middle of the day,” said Cuomo.

They were trying a mini-cupcake sampler Tuesday. They liked it.

It’s been said, in tough economic times, people want comfort food. Cupcakes are comfortable. Besides, they’re individual. You don’t have to share them with anyone.

Part of a successful business is marketing. Meet the motorized wheelchair called the `Cupcake Mobile.’

Silvana Park puts it in drive and goes.

“Hi... have you had a cupcake today?” Park calls out.

“Very clever,” says one passerby.

People, for some reason, seem surprised to see a giant cupcake that talks.

“Hi... have you tried our cupcakes today?” Park asks.

But, it’s a way to get customers into the store for smaller cupcakes.

“I’ll have to try it,” said one customer to Park.

“They’re like little bits of nirvana every time you eat one,” said Ford.

And Rosemary's been delighted with the response.

“I knew it would do good, but I didn’t know it would do this well. We are extremely busy,” Pereira said.

She calls it a little sweet success in a sour economy.

They're open late on weekends, and if they have any cupcakes left over, they give them to the rescue mission.

For more about Heavenly Cupcake, we have a link to their website on 10News.com. Just click on the red TV button.