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."