Eleni's in the Chelsea Market
Just visited this place, and they sell cupcakes and cookies with academy award nominees' faces on them. I couldn't take a photo, and when I went back to get a Judi Dench cupcake, they were all out.
They have great butterscotch bars, and after 6pm, everything goes half-off. Macaroons are delicious, as well as their Coconut and Red Velvet cupcakes. A tough competitor to Magnolia Bakery. "No lines" are a plus. "More pricey" is a downside.