"Life's short ... eat cookies" crisply advises a sign inside of the tidy little bakery called Simple Sweets. Well, I don't need to be told twice, do I?

"Life's short ... eat cookies" crisply advises a sign inside of the tidy little bakery called Simple Sweets. Well, I don't need to be told twice, do I?

Anyway, I like that sign, but after visiting Simple Sweets a few times, I began to wonder why the sign omitted cakes, cheesecakes, cupcakes and quick breads, because Simple Sweets does all those things great as well.

Open about a month, Simple Sweets is a labor of love for married couple Jackie and Matt Latif. If that last name looks familiar, it's because Matt is the nephew of Nasir Latif, who owns nearby Lavash, one of our city's top Middle Eastern restaurants.

If you've been to Lavash (and if not, what's your deal?) then you've already seen and no doubt knocked back several of Jackie's wonderful desserts. You see, she's the busy baker who's been filling up Lavash's glittering glass cases with all those tempting confections (except for the Middle Eastern pastries). She's also currently supplying the excellent Sage American Bistro, too.

Now running her own place armed with her treasured family recipes, Jackie Latif is all afrenzy every day whipping up her beautiful, made-from-scratch and not-too-sweet homey desserts.

Price-wise, her soft, chewy warm cookies go for 75 cents; her big billowy cupcakes or generous slices of other cakes are $2.50; $4.50 scores a four-slicer "mini cake" and $24 buys a party-making behemoth.

Jackie's favorites? Well, lately she says she's been honing in on the rich and tall deep Chocolate Mocha cake and the fruity Carrot Cake made with coconut, pineapple, walnuts and a cream-cheese-inflected icing.

With the addition of Simple Sweets, the stretch of High Street between it and Alana's is rapidly becoming one of the most food-friendly areas in town.