Ok this is a really cool new shop that's opened in the increasingly trendy area of College/Dovercourt.
There are lots of good things to say, but most importantly:
1) The aesthetic is really beautiful and unique. Can't think of where you might find a similar carpet experience in Toronto. The owners told me about their extensive travels to Morocco and how they spent so much time and energy sifting through the carpet industry and setting up relationships with independent suppliers. Cool story. Beautiful product.
2) It's a very friendly place - seriously take your kids there and let them crawl around and play on their carpets. Aside for their obviously comfortable North American store decor and being located in a trendy neighbourhood of Toronto, I actually felt like I was shopping in Morocco. They served us Tea. Talked about the process by which the carpets are hand made, and the regions from where they came. Let us take 3 carpets home to try in our room. etc. etc.
Very friendly and knowledgeable service. Not your typical snobby home decor spot.
Toronto needs more independent niche retailers like this.