What a great find! I discovered this store by chance on my first trip to Toronto. I'd never heard of Americo, but I am so glad I walked in. The layout of the store and the placement of the yarn let you know immediately that you are in a high-end store. To those who have complained about the prices, I would argue that they are in line with other high-end yarn brands and frankly, in some instances, like with the Briza yarn, of which I bought several skeins, the yardage is a lot more than you'd get from many well known brands.
My sense about the service is that the Americo folks want shoppers to have some privacy while browsing. I was greeted in a friendly manner, I browsed for a while in peace, and then asked questions which were politely answered in a knowledgable way. As I was paying for my purchases, I had a lovely conversation with the lady behind the counter, and she gave me a couple of free skeins to experiment with.
I will definitely go back again and again and again. The yarn is divine and you deserve to treat yourself! This store was a delightful discovery!