Craft and Guile opened about two weeks ago in the former home of the George Brown Nail and Make-Up School, and its sleek grey-with-white-trim interior was handled entirely by its two owners, husband-and-wife team and first-time shop owners, Chloe Liu and Jason Vallysedigh.

Jason tells me that the store nicely reflects their preferred aesthetic--feminine, chic, but also playful. "We're trying sell trendy clothes at a reasonable price point--fashion doesn't have to be really expensive." An interesting mentality for a shop smackdab in the middle of Yorkville, to be sure.

Their stock is current, driven by L.A. and New York style and touting brands sported by the Kardashians and Nicole Richie, and they try to fill their store with pieces made in North America. There's virtually no local, Canadian-based presence in the store (yet), and Jason chalks it up to the timing of Canadian distribution.

Craft and Guile carries the metallic-accented looks of New York-based Generation Love , and they're the exclusive Toronto retailers of newly-launched Harlyn 's spring line. I instantly fall in love with the silk-based printed and floral designs from Korean designer Yumi Kim --particularly a striking royal blue shirtdress for $279--as well as the sweet yet elegant designs of Line & Dot (including a lined, taupe jacket that's a steal under $200).

The price point in the store tends to stay between $199 and $399, although it tops out with Edward Achour Paris , whose pedigree (he was an understudy at Chanel) certainly seems to justify it. The priciest item, a handcrafted jacket from the label, carrying strong influences from Chanel, is $1699.

On the lower end of the spectrum, you can pick up slender leather belts made in Italy from Hartford for $70. They're also the exclusive Toronto retailers of Hartford's women's line--their lightweight T-shirt range from around $60 to slightly sheer linen tees for $100.

Other lines gracing the shelves are Wildfox , Beyond Vintage (such as a beautiful embroidered shirt for $229), L.A.-based Gypsy 05 , and For Love and Lemons , although Jason stresses that even if a brand is carried elsewhere in Toronto, they make a conscious effort to stock different pieces. "We want things that are easy to wear, luxurious, and that you can have fun with," Jason tells me.

The shop also has several consignment pieces, such as several pristine quality Chanel bags and Christian Louboutin shoes ($750), although this is hardly the thrust of the business. Rather, these pieces are glittering accents on a roster of girly hues and fabrics, peplums, and sheer silks.

I ask if they're planning to branch out into menswear, and Jason says, "we'll see how it goes." Menswear being a very different beast, he also points out the dichotomy in Toronto men's style, which can be oversimplified as Queen West ( Nomad , etc.) or Yorkville ( Harry Rosen , Holt Renfrew ).

As well, they're currently in talks with higher-end brands and will soon carry pieces from Lublu Kira Plastinina , but for now, they're striking a good balance between high and low, and upholding a democratic style mandate: it's all about how you wear it, not how high the price tag soars. Jason tells me that one customer stopped in, made some purchases, and remarked, "Just because I live in Yorkville, doesn't mean I shop at Chanel everyday."