There's nothing about the appearance that leads you to expect the wonders inside at Tora New York (29 7th Ave. South). It used to be another Japanese place that was fine, but this is a huge improvement. We just had lunch there, me the chirashi - an assortment of really fresh and interesting fish over seasoned rice with dollops of caviar and salmon skin to add extra flavor. I think the lunch with soup and salad was around $12. My husband had spicy tuna over rice, also delicious. We'll be returning to try their many special rolls, but we didn't have enough of an appetite at lunch. However, I recommend this place with no reservation. Service was truly pleasant and eager. They presented a small fresh fruit plate for dessert with some sort of juice to enhance the flavors. Reasonably priced - and they'll let you create your own roll and name it after you!