While many traders struggle to stay afloat, fighting rent rises and the credit crunch, one man is confident his new shop will breathe life back into a high street.
Nebojsa Boljevic thinks his new and slightly different bakery, The Bread House, which opened three weeks ago in High Street, Ruislip, will be a huge success.
He said: "I took over this shop in June when things looked pink and rosy, but I don't think the credit crunch will have much effect on me because we produce the highest quality bread.
"My baker is from France and he used to be the head baker at Harrods. I also have a pastry chef coming from a top patisserie in London.
"We use the French methods of baking and we don't put any additives in our products.
"The response has been really brilliant already and we are here to stay for many years.
"You can see the whole kitchen in my shop because I want to show people we have nothing to hide.
"I love it that way because it's nice to see the baker kneading the dough and watching bread come out of the oven.
"We have got a centre table where we display most of our products because we want customers to feel comfort
able to walk in and help themselves. We don't want them to line up one behind the other waiting to be served.
"We are not going to have tables in the shop because we don't want to pinch customers from other shops. It's nice that everybody gets their own slice of the cake."
As well as bread, croissants, Danish pastries, eclairs, and brownies, the shop also sells gluten free bread and spelt bread.