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Next to all the chichi gourmet markets and bakeries in Chelsea Market, Ruthy's feels a bit dowdy. Admittedly, the rich, creamy cheesecakes and the buttery rugelach—in flavors like chocolate-raspberry, apricot and traditional cinnamon-nut—are sure-fire. But unlike neighbors Sarabeth's and Amy's Bread, Ruthy's is more of a follower than an innovator. The bakery has jumped on every dessert fad in recent memory: Atkins-friendly, sugar-free sweets; cupcakes with icing flowers à la Cupcake Café; old-fashioned layer cakes like red velvet and carrot—all well-made; none particularly memorable. The shop also customizes cakes, whether your taste runs towards SpongeBob SquarePants or a nostalgic family photo reprinted as icing. The adjacent café serves bagels, deli sandwiches and other lunch items, such as vegetable lasagna. — Sarah Breckenridge