The best way to get product and website recognition is through popular blogs. You can advertise your 125x125 ad on blogs for fairly affordable prices. There are organic and "green" blogs that offer product reviews and giveaways to promote your company, some are free and some may charge for written ad posts. You can email the blogger and see if they are willing to try to product and give an honest opinion. Giveaways, in my opinion, create the most buzz. Become involved in social networking as well: twitter, facebook, ect. Are you out of Canada? There are some popular blogs from Canada you may want to contact: My Wee View, My Organized Chaos, Organic Girl. You can also become a part of She Blogs.org, The Product Review Place, Blog Friendly PR. These are some companies that connect you with bloggers.
Hope this helps!
You can promote your store without promoting it by using twitter to give useful facts and information that will attract people to want more info about you. A facebook fan page is great too. You can promote contests and drive people to your blog or website. Also, subscribe to HARO (help a reporter out). It offers free PR leads from reporters looking to do stories on a number of topics. I've been interviewed many times through HARO. Good luck!