Beach Gets Outfitted With Sexy Lingerie Store

Underwear shop with roaming near-naked models opens on Lincoln Road

By Adam Kuperstein and Brian Hamacher
|  Friday, Feb 12, 2010  |  Updated 11:59 AM EDT
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Claire Chambers, CEO of Journelle.

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Lincoln Road Lingerie Shop

A new store has opened on Lincoln Road, and it offers scantily-clad models in the window.
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Just in time for Valentine's Day, the hippest new place for lingerie has landed in Miami Beach.

Journelle, the brainchild of 29-year-old entrepreneur Claire Chambers, made its debut on Lincoln Road last night, causing quite a scene.

The store features scantily-clad models showing off the store's wares -- right in the front windows.

"We carry everything here, but we like to put what's eye-catching in the window," said Chambers.

The company's founder and head since 2007, Chambers has generated a lot of buzz and even landed on Playboy magazine's list of sexiest CEOs.

Her stores -- she also has one in New York -- seem to cater to men. While most lingerie stores have men sitting bleary-eyed on a couch as his wife or girlfriend tries on clothes, Journelle puts a big screen TV in the fitting room filled with sexy images.

"I like to call it the bulls-eye, because men like to look at something and we give it to them right there," Chambers said.

Not that there's a shortage of eye candy, with gals in underwear roaming throughout the store.

"What better way to see what you're gonna buy than on a live model, look at this, gorgeous," said one red underwear-clad siren.

Chambers' store sells just about any and everything -- can you say disposable thong? -- and she said it fits right in on Miami Beach.

"It's a really sexy vibe down here on Lincoln Road and we're really happy to be a part of it."

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