Spotlight
June 5, 2025
Collect the Stories That Make Yonge + St. Clair Tick
The Yonge + St. Clair Collectible Card Series is our love letter to this neighbourhood — a celebration of the characters, corners, and community projects that give the area its pulse. These aren’t just fun, vintage-inspired keepsakes. They’re snapshots of the people and ideas shaping this place — one storefront, community project, and story at a time.
Each card is a tribute.
To the business owners who open early and stay late.
To the artists turning blank walls into conversation starters.
To the city-builders, dreamers, and neighbours doing the good work, often without a spotlight.
How to Find a Card
These cards are limited-edition — printed in small batches and only available through local events, featured storefronts, and special activations. So if you spot one, don’t wait. Start your collection. Not every card will be easy to find, and we think that’s part of the fun.
We’ll be announcing each new card drop right here on this page — and on our social media channels, in the digital newsletter (subscribe here), and out in the wild at participating local businesses and neighbourhood events.
Think of it as a bit of a scavenger hunt — but with more local flavour and fewer cryptic clues.
Card Releases So Far
Paperboy Cards & Gifts – Featuring Steven Gerry (June 2025)
Front: Paperboy Card & Gifts, Storefront at 7 Pleasant Blvd.
Back: Steven Gerry, Owner + Operator. For 27 years Steven has operated his shop at 7 Pleasant Blvd – just steps from Yonge + St. Clair – collecting, curating and sharing boutique treasures with the neighbourhood.
Zelden’s Deli and Desserts – Irene and Shelley Zelden (June 2025)
Front: Zelden’s Deli and Desserts, Storefront at 7 Pleasant Blvd.
Back: Irene and Shelley Zelden. Carrying forward a Toronto deli legacy since the 1980s, Irene and Shelley Zelden blend tradition, innovation and sweet neighbourhood charm at Zelden’s Deli and Desserts.
Respecting Our Storytellers
All cards featuring real individuals are created with their knowledge, input, and full permission. We’re proud to work closely with the people who make Yonge + St. Clair special, and we aim to reflect their stories with care, creativity, and respect.
What’s the BIA got to do with it?
The Yonge + St. Clair BIA (Business Improvement Area) is behind the scenes — supporting local businesses, making the streets better to walk, gathering neighbours, and spotlighting the stories that don’t always make the news. This card series is just one way we’re doing that: celebrating the folk heroes of this neighbourhood.
What’s next?
This page is where we’ll keep things rolling — new cards, new stories, and local projects you’ll want to know about. To stay updated, subscribe to the monthly newsletter, follow us on Instagram, Facebook or X/Twitter.
🎊 Raffle Alert! Shape Your Neighbourhood: Complete the Survey and Win $150 (See Below)
From June 1, 2025 to August 1, 2025 we’re also inviting you to complete a website feedback survey. Comment on how you’d like to see the yongestclair.ca website evolve into a lively community bulletin where you can find new events, discover businesses and find inspiration to explore this area. Complete the survey here to be entered into a draw to win $150 to Barnsteiner’s restaurant. The winner will be contacted via email and announced through social media.
Heritage Toronto x Yonge + St. Clair BIA Tours
Heritage Toronto is hosting local walking tours on the following dates. This tour was crafted based on interviews with local business owners around the neighbourhood, bridging the gap between modern day Yonge + St. Clair BIA and the past 100 years of the neighbourhood. Sign up below!
