ROSS Booth was in the car listening to a local radio station, when he heard an advertisement for shopping in Newton Abbot.
Struck too by recent positive reports of the town from friends and family, he decided then and there to drive over and take a look.
With a background in buying and merchandising in home interiors, Ross had already made the decision to set up his own business and was looking for suitable premises for a tea room.
Ross said: "I was amazed at how few properties were available to let in Newton Abbot town centre and when I noticed this little period property standing empty in Devon Square I knew that I needed to move fast.
"Indulgence is a contemporary tea room and coffee shop with a vintage accent and I'm really excited about this venture.
"I hope my customers will enjoy the fresh and airy décor and take the opportunity to relax and revive and enjoy the beverage of their choice served in a traditional cup and saucer."
Ross will be serving locally sourced handmade cakes and light bites, fair trade coffee and a selection of teas from his premises at Devon Square.
Sally Henley, town development manager, said: "I am sure that Indulgence will be a great success. I know that friends and family have been working hard alongside Ross to transform No 41 into an inviting and relaxing space and I'm pleased that he chose our town in which to set up his new business.
"Devon Square is already home to a whole range of independent businesses and this is a delightful addition to what many call 'Devon Square Village'."