A new cafe bar has opened in Abingdon's Market Place.
Suni Rasim has launched Ma Cherie, which will operate as a cafe during the day and a wine bar in the evening.
He previously worked for a company selling leather jackets to celebrities including film star Jamie Foxx.
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Now he has taken out a five-year lease on the property which used to be the home of a nursery shop and before that a shop selling baguettes.
A former pupil of St Birinus School in Didcot, Mr Rasim came to the town aged six from Bulgaria and has lived there ever since.
The 32-year-old said he wanted to create a cafe bar with a 'European feel' where customers could enjoy coffee and pastries during the day, breakfast and lunch, as well as cheese and meat boards with wine in the evening.
Mr Rasim said: "I was tempted to call this place Not Another Coffee Shop because I know that's what some people in Abingdon will say.
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"But it's not just a coffee shop - it's a cafe bar and people can come here in the evening and enjoy cheese supplied by Oxford Cheese Company and a glass of wine.
"When the sun eventually comes out customers can also sit outside - the town council given us a good welcome - they want to support local business."
Mr Rasim said the cafe bar has room for about 30 seats inside and about 24 outside.
He added: "We opened yesterday and people in the town say they are glad I have opened - they have given me a warm welcome.
"When the sun eventually comes out customers can sit outside and enjoy a glass of wine with their cheese and meat boards."
Pablo Lounge nearby in the precinct may provide a similar offering but Mr Rasim is confident his business will be a success.
"We've got a very good position here in the market place," he added.
"We will open seven days a week, from about 8.30am until early evening.
"We have a licence to serve alcohol from 11.30am and of course our opening hours can be adapted, depending on the demand."
Space on the walls will be used to display work by local artists.
Dishes on the chef's menu include overnight oats (£6), smoothie breakfast bowls (£7), American pancakes (£8), sourdough toast toppers (£9), salads (£11), and cheese and meat boards (£15).
A flat white costs £3.90 while a latte costs £3.60.
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