In honour of the 40th anniversary of the Bloor West Village BIA and the research I’ve done on the topic lately, I’m dedicating this column to some of the long-standing shops on the Bloor West strip.

The retro sign outside McLellan Jewellers reads “Diamonds, Watches, Fine China, Clocks” — something that makes me nervous as I’m a deal diva kind a chick — but once inside there’s nary a diamond to be found.

That’s a good thing. The store is celebrating 55 years and still has the same phone number since the very beginning, owner Paula McInerney tells me. I bond immediately with Paula as she’s a fun-loving gal who shares my birth sign and tells me to pronounce her name by saying “Mac and Ernie.”

The shop has evolved into a different beast since Paula bought it in 1986. Her company slogan, which is handwritten on tiny signs stacked on shelves, says it all: “Something old, something new, something that could be for you.”

There are antiques in a basement room called “Paula’s Room”, which is closed the day I pop in but Paula graciously shows it to me. Currently the floor is littered with Santas galore and other seasonal decorations. Paula’s big on Halloween, Christmas and Easter décor, so pop in for a festive peep when you can.

She used to carry high-end baubles but has adapted to the market. Instead of diamonds, you’ll find cubic zirconia in the cases, alongside other charming handwritten notes that ask, “Ain’t nothing like the real thing baby … or is there?”

I dig these little messages sprinkled throughout — they showcase Paula’s sunny disposition and draw you into a fully engaged shopping experience.

There’s some vintage and retro bling in one case, and some truly fab costume jewellery: drippy earring and necklace sets for about $50–150. Check out the “Fabulous Bling” table where everything is $20.

Big sellers: the collector plates, which range from about $69–500. Scarlett O’Hara from Gone with the Wind is $500 but poor Rhett is only $85 — wonder if he gives a damn.

An old Bloor West Village BIA poster from the 1970s and original wood arches in the back area that used to be the china room — now Paula’s office — add a retro, homey vibe that makes me want to hang out and gab with Paula all day.

Resident doggie T2 would keep us company. He resides under the counter; a padded display case is his lofty beddie by.

2344 Bloor St. West, 416-767-9992, www.mclellanjewellers.com.

I’ve wanted to interview the owners of Hong’s Flowers for some time now, but it hasn’t worked out. Still, there’s a story behind the somewhat scraggy plants hanging outside and the pretty potted mums I see when I pop in one lovely fall afternoon.

Hong’s has been around for some time — no one can say quite when it opened but it appears to be a fixture in the ’hood. The retro sign outside reads “Arrangements for All Occasions,” and under that, “Nonsuch laundry and cleaners.”

Sources tell me the place used to be a laundry facility, which explains the sign in part. The story goes that there were hanging plants that did so well, perhaps from the laundry steam, that people started buying them. Eventually they switched to selling plants, though there was a time when they did both.

Inside you’ll find artificial wreaths hanging from the wall, and wreaths with dried flower arrangements — not sure if they’re meant to look that way or if they’re old but the lady running shop says they can make fresh wreaths and fresh flower arrangements.

A jade plant is $6.99 and a larger aloe vera one is $25. I consider the aloe but I have a black thumb.

The vibe is Old World and slightly derelict, but I like this place along with the sweet smiling elderly lady behind the counter who asks me if she can help.

The handwritten signs on the orchids asking me not to touch as the oil from my hands could affect the flowering of the plant remind me that life is sweet, and precious.

2281 Bloor St. West, 416-766-6211.

Inside Cecil Ward & Sons I meet father-and-son team Gary and Doug Ward. Doug owns the shop and bought it from his dad, who in turn bought it from his father, the founder.

The shop’s been in the area since 1939 but existed before that on Roncesvalles Ave. dating back to 1928. Gary, who still owns the building and who works in the shop from time to time, tells me his dad used to stay open until 10 or 11 p.m. in the 1930s just to sell a pair of socks.

I’m with a man who knows how to dress well, and with a bit of dramatic flair to boot, so I can see him in the gorgeous purple striped shirts for $95 each.

But I want him to buy the black-on-black paisley velvet dinner jacket, $450, for himself — a gift from me, natch.

2416 Bloor St. West, 416-767-0717, www.cecilward.ca.

Ling’s Importers has been around since 1971 and though I’ve written of it before, I have to mention a few recently discovered gems and insights.

True, the shop has the neatest goods from China, but they’re becoming difficult to find, according to Helen Ling, who manages the shop.

For instance, the tiny crochet doll I fall in love with (only a buck) because it reminds me of one I owned as a wee one can’t be found as people aren’t handmaking them anymore.

Same thing goes for some of the hand stitched napkins and linens — though you can still find them in store so stock up.

What I love the most are the pieces from Japan. The hand-painted vases, $5.95 each, are lovely.

The strange-yet-whimsical Who-Down-in-WhoVille-like objects in bright colours, $3.95 each, hang from black cords and appear to be hanging ashtrays as there are grooves that would fit a cigarette. Perhaps they’re planters?

The lotus bowls and plates, also made in Japan, come in different sizes and range from $2–12.95.

Past president of the BIA and general mover and shaker Alex Ling hangs out at the side counter, which is piled with papers. He can often be overheard working his magic powers as he talks on his cell phone.

Helen, often at the main case filled with jewellery and linens, gives me the last tiny crochet doll as I leave — a happy reminder of my shopping trip in Bloor West Village.

2257 Bloor St. West, 416-767-6233.