Here's what's replacing a Toronto neighbourhood coffee shop
After five years of serving up some of the city's best scones and lattes, a busy Toronto coffee shop has officially closed its doors, but luckily, its cherished space won't be empty for long.
Emily Rose Cafe, located at 721 Palmerston Ave., was a cozy coffee shop known for its delectable handmade scones, bundt cakes, and flavoured vanilla, lavender, and maple lattes. Last week, owner Alessia Peluso took to social media to share that the shop would be bidding farewell to the neighbourhood on Oct. 30.
"Although our shop remains busy and vibrant, there have been some amazing changes in my personal life and I've decided to focus on family life for the next little while," Peluso wrote.
"We got our keys to this little corner shop in July 2019; went through hurdles to open up; a pandemic, restrictions of all sorts, but found a way to welcome people in, and our cafe slowly started growing; and that is because of you all."
As expected, the announcement sparked an outpouring of support from locals, many of whom saw the coffee shop as much more than just a place to grab a quick drink or treat.
"Nooo!!! You were my favourite cafe in the city!! I wish you all the best in your next chapter," one customer said, while another commented, "You built such an amazing place within the community, so much more than just a cafe. So proud of you Alessia!"
And while Emily Rose Cafe officially served up its last coffee on Thursday, Peluso teased that the story of the space was far from over, hinting that "something special" was coming soon to the corner shop.
Now, we officially know that this "something" turned out to be Not Forgotten Vintage, a Toronto pop-up shop founded by Lee Gelbloom, who's been a familiar face at Emily Rose Cafe for years. Starting Nov. 1, Gelbloom is set to take over the space, transforming it into a hybrid cafe and vintage boutique.
However, even with the change, Gelbloom tells blogTO that the shop will still feel very much rooted in the community spirit Peluso built, and even the original baristas are set to stay put.
"I actually live just around the corner from the cafe, so when I heard a cafe was opening in that spot during the pandemic, I was super excited. I started going all the time and got to know Alessia, the owner, really well. Eventually, I began running monthly vintage pop-ups there — and that went on for the next five years," Gelbloom explained.
When Peluso decided it was time to move on, Gelbloom was the first person she thought of to take over the reins.
"She didn't want just anyone to take over — she wanted someone who understood the community vibe and cozy spirit she'd built. I was honestly shocked at first, but once it sunk in, I couldn't stop thinking about it," Gelbloom tells blogTO.
"The ideas just started pouring out, and I realized how ready I was to create a permanent home — part coffee shop, part community hub, part vintage space. It feels like everything has come full circle."
While you can expect the menu to change, the emphasis will remain on serving great coffee and embodying the same community spirit the shop is known for.
"We're really excited to serve great coffee, of course — but I'm also deeply passionate about tea. I love creating my own herbal blends using local and organic ingredients whenever possible. Each mix will be inspired by the season — focusing on what our bodies need most at that time of year to feel nourished and balanced," Gelbloom says.
On the food side, the shop will be featuring local bakeries, including Bad Attitude Bakery, Blue Collar Bakery, and Sovereign Scones. Some treats will continue to be baked in-house, like cinnamon buns. For the shop's grand opening, you can choose from a few breakfast sandwiches to celebrate, and there are still lots of food ideas in the works.
For Gelbloom, taking over the space is just as much personal as it is nostalgic.
"I went to Palmerston school across the street, and back then, this very spot was a convenience store where I'd stop almost every day after class for a freezie. This corner has always been a place where people gather — parents chatting while waiting for their kids, neighbours catching up, kids grabbing snacks. To now be taking over this space as my own cafe honestly feels surreal," she tells blogTO.
"Over the years, I've gotten to know so many neighbours through the vintage pop-ups and just from being part of the community for so long. So opening this cafe honestly feels like an extension of my home. I feel so lucky that this is the next step in my life — it just feels so meant to be, and I couldn't be more excited."
Beyond a cafe and vintage shop, Gelbloom hopes that the space will serve as a gathering place for creativity and learning, including workshops and collaborations with local artisans.
"We'll be offering workshops that tie into the products we carry at the cafe. For example, my friends at Greenline — who keep apiaries along Geary Avenue — make an incredible carbonated honey drink that we'll be serving," she explains. "They'll also be hosting workshops on candle making using beeswax from their hives, and eventually even beekeeping classes."
Of course, beyond the drinks and treats, you can expect to shop from the same impressive collection that Not Forgotten Vintage has always been known for.
"Fall is here — and so is my favourite season to shop vintage," Gelbloom said. "I've always focused on natural fibers, and you can expect to find plenty of cozy knits, wool, cashmere, linens, and more — all the textures that make fall feel just right."
Apart from the clothing, the shop will also offer a curated selection of vintage home goods, including mugs, teapots, vases, and baskets. In the new year, the shop will also reveal a rebrand, renovations, and new menu items, with more details announced soon.
The shop officially reopens its doors on Nov. 1 at 721 Palmerston Ave., operating Monday to Friday from 7 a.m. to 5 p.m., and weekends from 8 a.m. to 5 p.m.
Hector Vasquez
