Introducing: Seventy Seven, Pink Tartan’s first Toronto store

Introducing: Seventy Seven, Pink Tartan’s first Toronto store

Previously the Paisley Shop, 77 Yorkville is now Pink Tartan's flagship store

The place: Pink Tartan has opened its first stand-alone store in one of the city’s oldest buildings, at Yorkville and Bellair. Built in 1837, the townhouse was once home to the Village of Yorkville’s sheriff (and a jail cell), but today, with fresh flowers, sand-coloured hardwood and wallpaper that looks like grey muslin, the two-floor space is less Alcatraz and more Alsace—the boutique feels like a sunny atelier somewhere in France.

Artwork hangs in the stairwell leading up to the second floor

The stuff: Obviously, Pink Tartan’s wares line the racks, mostly from the fall-winter 2010 collection, like pleated camel miniskirts ($295), ivory sweaters adorned with strings of pearls ($295) and a coyote shrug ($595) with flecks of grey, silver, black and white. Beyond the namesake line, designer and store owner Kimberley Newport-Mimran has stuffed the shop full of covetable items, like the fur pieces from Izma, the recently launched brainchild of Izzy Camilleri and Adrian Mainella, such as a long draped coyote shawl ($3,595) and a daring espresso-hued fur dress with pockets ($2,995). We liked the short robes in touchable cotton by Skin ($249), and the peach Sinclaire cocktail dress ($395) would make a smart holiday season alternative to the Lanvin H&M clothes we’ll see on dozens of partygoers.

The shoppers: Yorkville yuppies stopping in on their way to lunch at the Holts Café, Pink Tartan devotees and, on our visit, Newport-Mimran’s fashion hubby Joe Mimran, Mr. Joe Fresh himself, who chatted with store patrons and staff.

Our favourite things: Though the clothing selection is well edited, we found ourselves drawn to the accessories. Napkins from Fog Linen ($25), in surprisingly macho prints, like herringbone and windowpane checks, are stylish replacements for paper towels; and Fog totes ($70) are a more glam alternative to that reusable Loblaws bag you’ve been carting around. For diva babies no longer satisfied with nearby Jacadi’s offerings, the baby basket by Alicia Adams ($479) comes with a cream-coloured alpaca outfit—the ideal thing to catch that other toddler’s eye.

Seventy Seven, 77 Yorkville Ave., 416-967-7700,