The pastrycook Aron Forss was a well-known person in his hometown Uppsala in the 1840’s and 1850’s, famous both for his popular café and for his femininity. This article analyses the rumors that surrounded his person, using paintings, newspaper clippings, and memoirs written by his former customers. Through his business, Forss could lay claim on normative masculinity through the rousing bourgeois ideals of financial success and craftsmanship. Being a successful businessman was a way of securing social acceptance and respectability. However, it was apparently not enough. In order to sustain his business, Forss was forced to put up with harassments. Some of his costumers treated him much like other women in public places were treated—as objects of sexual advance. Several of Forss’s contemporaries describe him with particular fascination. By describing Forss as a spectacle, he is made an exception to the rules of social appropriateness.