Since opening in 2004, the Sugar Magnolia Bakery and Cafe has become a cornerstone in a part of downtown that has experienced a lot of change. Surrounded by a number of empty storefronts on East Main Street and Savannah Avenue, the bakery has managed to thrive, creating a loyal customer base that swears by the bakery's offerings. Georgia Southern University professor Mark Welford has come to Sugar Magnolia virtually every day since it opened.