A "Shout Out" from The Town Crier - North Toronto

The first thing Lauren Wise does when we meet is present me with the most delectably gooey chocolate cupcake. It’s my birthday and Wise is wise to the fact. The sweetie.

Purchased locally at a fine foods shop on Avenue Rd., that cupcake comes to symbolize all the great things that come out of Wise’s new business designed to promote local shopping in North Toronto, Shop the Block.

A North Toronto resident, Wise says she wanted to both encourage and reward people for shopping locally at all the shops she loves. So after much market research she launched the personalized discount card people can buy for $65 that gives them discounts at participating local retailers.

Though there are close to 70 stores involved in the Avenue Rd., Eglinton Ave. and Forest Hill Village areas, we decide to take a little shopping tour on Avenue Rd. It’s shopping terrain I’m not too familiar with, so I need a true local shopper to show me the retail ropes.

Wise — ever wise — decides to give me a snapshot view of the Shop the Block by taking me to a few participating stores. I like that the program is free for retailers — other than the discounts they give, of course.

We pop into The Main Course, celebrating 25 years in business, and Wise shows me some of her kitcheny and entertaining fave items. Cardholders get 10-percent off regular-priced merchandise.

Wise has the very bowl I’m eyeing — a basket for bread that looks woven, $50. I’m not a foodie so I’m more attracted to the decorative elements, like the glass bowls in blue or green, $18 for small and $50 for the large one.

Wise is big on putting baskets together for gifts here — an easy and fun task, I’m sure, what with all the pretty decorative plates and practical foodie accoutrements.

A gadget queen, she says she has all the appropriate tools, like the egg slicer, $20, and the lemon squeezer, $11.

The teeny serving spoons, a twoonie each, are adorable and would be perfect for scooping sea salt onto that barbecue steak. Speaking of there’s a plate over which customers can test various peppermills for sale — gotta love that practical pepper bent.
We’re both sweet on the plastic cupcake holder, $4.

1910 Avenue Rd., 416-787-7742

I’ve always been curious about Living2, a standalone shop that looks like a house where you get 20-percent off regular priced merch with the Shop the Block card.

While Wise looks for a scarf she saw a while ago I take a peep at the fashions on the left-hand side of the building.

Pretty patterned maxi dresses range from around $99–109.95; a ruffled plaid shirt by Cotton Candy for $69.99 draws our attention; and the rocker glam pot in me is groovin’ on the black leggings with zippers at the bottom, $34.99.

There’s also fun costume jewellery, Fidelity Jeans and cute dresses and tanks by C’est Moi.

On the other side sumptuous French soaps and bath and body products intermix with decorative tchotchkes and home accents. We both admire the girly chandeliers hanging overhead. Wise has several at home but I’m still without cascading bling, alas.

I have a thing with trophies, don’t ask me why, and a huge glimmery silver urn with handles, $295, has me inwardly calculating that the Shop the Block card would save me close to $60 on the purchase.

On our way out I spot some cloth cupcake napkins for $8.

1766 Avenue Rd., 416-256-9234

Our final stop makes me a little crazy. Sanja Perie of In Style Shoes & Accessories has this very morning started her buy-one-get-the-second- one-free sale.

This is quite the news in the world of shoes.

As with all the other participating stores, sales like this are exempt from the Shop the Block discount. Not to worry: transitional wear shoes and bags are available on the non-sale side of the store, all 10-percent off through the program.

Perie gives me a little shoe and bag tour while Wise, expecting her third baby soon, rests her tootsies.

The handbags and purses by Montreal-based Due Fratelli are custom-made to Perie’s specifications and made of Italian leather. There’s a silver-tone clutch, $255, that folds out into a regular purse with a handle.

For fall fashion I’m crushing on the shiny patent leather bag with crinkly finish by the same make — Perie calls it “liquid patent” because it has a super glossy finish.

The latest “it” shoe can be had here too. Oprah approved apparently, the FitFlop supposedly helps you tone your butt and legs. I’m coming back for that one.

I can’t resist the sale, which will last the month of July and includes selected clothing items also available in the shop. I leave with a pair of silver Kenneth Cole ballet flats and silver pointy-toe wedge heels, two for the price of one.

That’s what I call the icing on the cupcake.

1758 Avenue Rd., 416-783-0239

Shop the Block discount cards can be purchased online at www.shoptheblock.ca. Lauren Wise may be contacted at 416-938-8551.