Michael Kelley has been baking for friends and family for years. Now the former aide to the late Boston mayor Thomas Menino has found unlikely success, perfecting rugelach, a pastry often found on Jewish celebration tables. “People love them,’’ says Christina Theophanis, co-owner of Dave’s Fresh Pasta in Davis Square, which started selling Kelley’s M Cakes in November. “Cream cheese dough can be dense if it’s not handled properly. His are moist, well-flavored, and not too sweet.’’

Kelley, who runs an online start-up, Hire Me Local, spends his nights and weekends making all types of cakes and cookies. Growing up in an Irish family in Revere, he never had rugelach until his brother’s partner introduced it to him nearly 20 years ago. “I made many versions over the years,’’ he says. The ones he settled on are rolled into logs, cut, and baked (rather than the classic crescent shape), in apricot, raspberry, and cinnamon-walnut ($1.75 each). Theophanis has already increased the store’s order to keep up with customer demand. Kelley, who baked a “better’’ version of a Twinkie at 13, credits his Irish mother for his baking know-how. “My mom pushed us to get in the kitchen and get involved. She said, ‘You’ll thank me some day. You want to make the family happy.’?’’ Now, he says. “I have neighbors knocking on my door.’’ Dave’s Fresh Pasta, 81 Holland St., Davis Square, Somerville, 617-623-0867JILL RADSKEN