A new bakery has sprung up on 9th Avenue in Chelsea. Billy's Bakery. Just opened Monday. Didn't get a chance to sample anything, but it's clearly a player in the Magnolia-Buttercup-Mary's Off Jane vein. Seems to be owned by a pretty young guy. If you're looking for last-minute Christmas desserts, since they presumably don't have pre-orders.
184 9th Ave., between 21st St and 22nd St.