One of Toronto's best-kept secrets just got a lot less secret. With the relocation of Mindham Fine Jewellery from a few closeted rooms high up in the Park Hyatt to the hotel's main floor, it now commands a highly visible street presence at the corner of Avenue Road and Bloor, so everyone and his French poodle now has a chance to ogle what was almost exclusively the preserve of the very rich.
They were previously the only ones who knew where to find it and proprietor Myles Mindham.
For the past 20 years, Mr. Mindham has been working upstairs in scenes reminiscent of Santa and his elves -- crowded suites where workers toiled away with little hammers to craft his unique creations.
With the new storefront, it feels as if he has just revealed the code to the vault. The dazzling baubles that have made Mr. Mindham the most sought-after jeweller of high-society Toronto (his client list could be published by Debretts) are now freely on display in glass window boxes that make passersby stop, squint and, in some instances, spend heaps of money right there on the spot.
Such was the case during the store's soft launch during the recent Toronto International Film Festival.
A well-known Hollywood producer (no names, please) strolling by one of the displays suddenly did an about-face and walked in, slamming down $30,000 for a white gold and diamond necklace that is a Mindham specialty.
The Oscar Wilde of the diamond set is hoping that his showroom, anchored to luxury Swiss watch brand Franck Muller, will develop the reputation as a scene as much as a jewellery store.
"I want people to say, 'Let's go and see what's going on at Myles's.' I want it to be the place to be."
And now that we all know the address, why not?
4 Avenue Rd., 416-925-8868.