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‘The Cashman’ Russell Oliver Opens Two-Level Luxury Brand Storefront on Yorkville Avenue in Toronto

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Television commercial personality Russell Oliver, known as ‘The Cashman’ as well as for his on-air tagline ‘Oh Yeah’, has opened a plush new luxury-focused storefront on Yorkville Avenue in Toronto. The store stocks gently-used and refurbished items from some of the world’s biggest luxury brands and it replaces an Oliver’s Jewellery location that opened several blocks away in 2016

The new store spans two levels at 88 Yorkville Avenue. The main floor includes a showroom housing a range of bags, accessories, watches and jewellery from some of the world’s biggest luxury brands. Brushed metal display cases showcase unique jewellery and watches and bags can be found on shelves on several walls, including in a dedicated back area with more bags and designer watches. Brands such as Chanel and Hermes are well represented, as are brands such as Louis Vuitton, Prada, Tiffany & Co and others with jewellery by David Yurman and watches by brands such as Rolex and Louis Vuitton. 

The second floor, accessed by a stairway next to the main entrance, features an area where customers can meet with representatives to trade items for money. A room sealed off to the public houses an authenticator for designer items such as bags as well as technology to determine the material makeup of jewellery — a Rolex Mr. Oliver was wearing during a tour showed to contain 18.08k gold. 

Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Window displays at Oliver Jewellery, 88 Yorkville Ave (Photo: Craig Patterson)

Window displays for the holiday season feature prominently facing Yorkville Avenue both on the main level as well as upstairs. Black awnings on the windows spell ‘Oliver’s’ with branding that is decidedly more upscale than the Oliver Jewellery storefront that opened several blocks south at 620 Yonge Street in the fall of 2016. The Yonge Street store, which was his first foray into retail since 1991, has since closed with the new Yorkville location replacing it. 

Oliver’s is located in a prime location, being steps away from the recently opened Gucci x Balenciaga pop-up as well as big-name storefronts such as Chanel, Isaia, Christian Louboutin and Versace. Since opening recently, Mr. Oliver said that customers are coming to the store from the full-priced stores nearby to see what’s in stock. 

It’s not the first time that Russell Oliver has had a store in Yorkville. After founding his business in 1971 near the Simpson’s flagship store in downtown Toronto, Oliver relocated his retail storefront to Yorkville. Customers included actor John Candy and Mr. T from TV program ‘The A-Team’ among others. In April of 1984, the then 36-year-old Russell Oliver was shot by two robbers and he sustained an injury to his right foot. Oliver Jewellers operated in Yorkville until 1991 when his business morphed into buying jewelry and gold. 

Besides the Yorkville retail store, Oliver’s has storefronts where people can sell goods or use Oliver’s loan services in Toronto, Woodbridge, Oakville and Pickering. 

Russell Oliver is known to many for his often over-the-top television commercials promoting his business. He has spent tens of millions of dollars on adverting over the course of 25 years which has resulted in his becoming a household name. One of his commercials was featured on the Ellen Show in February of 2021, and it’s worth a watch. 

See below for several more images of the new Yorkville store.

Additional Images from Oliver’s Jewellery in Yorkville

Second floor assessment area at Oliver Jewellery, 88 Yorkville Ave in Toronto (Photo: Craig Patterson)
Customer meeting area on the second floor of Oliver Jewellery at 888 Yorkville Avenue in Toronto (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)
Oliver Jewellery 88 Yorkville Ave (Photo: Craig Patterson)

Article Author

Craig Patterson
Located in Toronto, Craig is the Co-Editor-in-Chief of Retail Insider, Publisher of Retail Insider the magazine and President/CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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