From medicine to MasterChef to Macarons and More – Norfolk's Dr Tim Kinnaird has opened his first patisserie shop full of sweet treats in Norwich.

Tim – a finalist in the 2010 series of the BBC show – left his medical career to follow his culinary dreams, and on Wednesday he fulfilled one of his many ambitions and opened a shop in the city's Royal Arcade. It is the latest landmark in his growing Macarons and More business.

'I cannot quite believe it,' said 40-year-old Tim about the new shop.

'This is such a familiar bit of Norwich to me. I have lived in Norwich since I was about seven. I have been in and out of the Royal Arcade for years and years, and now to have a shop in it is brilliant – and one with lots of people in it too!' he said, reflecting on his delight at how busy his shop's first couple of days of trading had been.

Among other things, his store sells about 20 different flavours of macarons, including Norfolk lavender, gingerbread and chocolate, blackcurrant and violet, bestseller salted caramel, and Tim's current favourite, peanut butter and jam.

'I like macarons because they are difficult to make and to get perfect, and I like the challenge of that. I like how they are really good at carrying lots of different flavours and textures.

'They are a blank canvas to get creative with,' said Tim, who is running the shop with Hannah Doncaster from Norwich-based Honeysuckle Cakes.

Tim started developing his Macarons and More business from his kitchen at his Shipdham home before moving to a unit in Watton where he currently makes most of his cakes.

He has become a regular at Norfolk farmers' markets over the past couple of years and has also developed a successful online side of the business.

Tim's cakes, macarons and treats will continue to be made in the kitchen unit in Watton and some of the cakes will be finished in the Norwich shop.

Visit www.macaronsandmore.com