I've always had fun grocery shopping. I love picking up fresh fruit, crispy baguettes and, of course, my favourite food group, chocolate. My love for grocery-store trips, though, increased about tenfold when Joe Fresh opened a few years ago. Picking up an adorable trench and a sundress while perusing the produce aisle? Joe Mimran, you are a genius. Joe, in case you weren't aware, is the man who started Club Monaco and Caban and his wife, Kimberley, is the force behind Pink Tartan. His Joe Fresh Style fashion shows have become the invite of the season at LG Fashion Week, attracting top editors and models, because his looks are super chic, right on trend and incredibly priced. If you still feel embarassed about buying grocery-store clothes, put on your sleuth shades (in fact, Joe has some really cute ones right now) and really look through the racks. I can almost always find something too tempting to resist. My favourites this season include their pretty line of mix-and-match bathing suits, their sheer beach cover-ups and their printed summer dresses. For someone who adores fashion and lives in a small town whose "big name" stores amount to Northern Reflections and Cotton Ginny (no offense to either), Joe is an absolute beacon of light in my daily shopping world. To find out more about Joe Fresh, visit them online at www.joe.ca. Disclaimer: Real Life Runway accepts no responsibility for mysteriously elevated grocery bills.