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389 Roncesvalles Avenue | Toronto, ON

(647) 351-4590 




 We are an independent community-minded small business that supports the work of over 300 artists since 2013. 70% of small business won't make it through this pandemic. Your support matters right now for all small businesses and we deeply thank you for being here!

We offer curbside pickup, local delivery within a 15km radius of Likely on orders over $40, and fast shipping everywhere. We complete the deliveries ourselves to ensure we still have an operating monthly donation budget. 
We did this very successfully during the previous lockdown and we will do it again! Our community is incredible, and you are the reason our heart is still beating. 

Please visit our Instagram @likelygeneral for immediate updates like this one:

"woke up today feeling action filled
ready to do this, together
ready to work harder than ever,
for us, for you, for the communities we value
but wow, i am also angry
are you?

the harsh reality is that we've known what we know about covid 19 in toronto for sometime

knowing this, it is unfortunate lockdown didn't happen earlier so that small businesses could use this time to recoup

instead, we are left floundering in the time that could save us the most

i think of the businesses that don't have a website, those that have sold their assets to keep going, those that have already closed

70% of small businesses won't survive a second lockdown

it has become immensely clear that our government does not understand the needs of us

this pandemic has also awakened many to the painful reality that our government does not understand the needs of many (the underhoused and homeless, poor folks, Black folks, racialized folks, just to name just a few)

the spiral of wealth keeps benefiting its own

amazon, walmart and large corporations will always be okay and will in fact benefit from these lockdowns immensely, we know this

i understand with a very open heart that many folks and families need these operations to exist because without them, they wouldn't be able to get what they need for their families, for themselves

to those folks, i see you and love you so much as i was once in your shoes - it is the system we live in and it is not your fault

as we move into this together, let our hearts be open and our voices be clear in action

support all small businesses right now if you can

try not to judge those that cannot

instead, take a hard look at the system that houses this disparity and those that created it

question it
demand change

let's support each other with incredible empathy, tenacity, wisdom, and justice and let's remember that community is everything

feeling action filled and ready

we are ALWAYS stronger together" 

Love Brooke

And the Likely Crew, Alicia, Justine, Mo! 


 A B O U T   L I K E L Y 


We are motivated by responsible consumerism, empathy, and transparency. Likely General began in 2013 from a deep desire to grow a multi-functional space connecting artists to the public in an organic, ethical, and approachable way.

We are an artist-focused shop, primarily selling the work and expressions of women, marginalized, queer, and non-binary folks first. We regularly host workshops, readings, book launches, and events, as well as monthly exhibitions  in our Likely General Gallery space. 

In 2014 we created a monthly donation goal and budget. We distribute these funds throughout our community and beyond based on need. In 2020 we have donated these funds to Foodshare, ESN, Sistering, Nellies Shelter, Toronto Prisoners Project, Toronto Rape Crisis Centre, Wet'suwet'en Legal fund, Ocama Collective, Black Lives Matter, Black Legal Action Centre, and the community of KI.

We donate on an ongoing monthly basis outside of this budget to Ubuntu Learning Village and the Parkdale Community Food Bank. 

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Likely General is not a scent-free space, though the vast majority of our scented offerings are essential oil based and/or natural. There is an accessibility ramp entering our shop and street parking available in front. For events, workshops, and openings, our washroom is located down a flight of stairs. No hate, discrimination, racism, sexism, homophobia - this is a safe and inclusive space. An ASL interpreter is available for workshops and events (ie, my Mom!)



Brooke will get back to you from this email address. If it is time sensitive please call the shop at 647 351 4590 or email our staff at likelygeneralstaff@gmail.com.


General Information:

For information regarding orders, shipments, pickup days, and day-to-day questions Alicia and Melissa can be reached via our staff email via likelygeneralstaff@gmail.com. 


If you would like Likely General to carry/sell your work: 

Thank you so much for thinking of Likely as a place to showcase your work. I receive many vendor submissions and though I do my best, I can't always respond to everyone.  I pick work that suits our customers and the shop, and I encourage you to keep doing what you love. Typically a response comes after one week and careful consideration. If you do not receive a response, it is never personal. It is likely because our shop prioritizes handmade work by women, non-binary, marginalized, queer, and trans folk first and we receive many submissions. At this time we are also prioritizing the artists we currently work to ensure they are supported by us throughout this difficult time we are still moving through. 


If you would like to show your work in our gallery space: 

The gallery presents new work once a month with receptions typically the first Friday of every month.  We open our shows on Fridays in order to be mindful of other galleries in the area that have fantastic openings every Thursday. Our openings are community oriented, and all are welcome. We receive many proposals as we strive to be an open, inclusive space for space for artists to experiment with solo or collaborative exhibitions. Due to COVID-19 some of our scheduled 2020 shows have been moved to 2021. I am currently not programming but you may still send submissions. Please include a general statement, examples of your work, and your website. If you are a good fit, and I feel I can properly represent you and your radiant work, I will connect with you regarding available dates. 


If you would like to use Likely General to host your event (i.e. book launch, pop-up, reading, etc.) or if you have a workshop proposal:

Please send a detailed proposal if you have not already. If your idea fits well within our shop mandate and the timing is right, I would love to work with you. 


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Anti-Racism Resources: 

Seven Ways Businesses Can Value Black Lives Beyond Social Media:
This Anti-Racism toolkit from Unison.ca:
Sharable Anti-Racism resource guide:
Black Legal Action Centre: https://www.blacklegalactioncentre.ca/