Journelle Stole Victoria’s Secret and Isn’t Giving it Back.

I’ve been ridiculed for my slight obsession with underthings, I’ll admit it. There’s just something about the seductive blend of silks and satins, the loveliness of lace and ribbon, the secret that there’s another stunning ensemble beneath the one that meets the eye… it thrills me. Whether I’m wearing my sexiest Simone Pérèle bra, or my most enchanting Elle Macpherson lingerie set, I take the day on feeling like a sophisticated supermodel – and I start strutting like one, too. (See me doing my best Heidi Klum sashay on the streets, and you’ll know I’ve slipped into something good!)

My only problem is this: Victoria’s Secret has practically monopolized the fashion lingerie industry, which has made my search for newfangled bra and panty sets almost impossible – up until about six months ago, when I happened upon Journelle. A posh, multi-brand boutique located at the heart of the Flatiron District, Journelle had me feeling like I’d just stepped into every woman’s paradise where bra shopping is actually a pleasure. After curiously strolling in one day, I was promptly greeted with an endearing warmth and a genuine interest in my shopping goals for the day, which instantly scored an A+ on my “I-used-to-work-retail-so-I’m-your-toughest-critic” test of customer service.  This year-old, 2,000 square foot space – which is jam-packed with a mix of big name, foreign, and avant-garde lingerie lines – induces a sudden sense of serenity with mahogany floors and fixtures, warm lighting, and ultra-comfy seating spaces specially designed for a tag-along significant other or shopping buddy.

Perhaps the most memorable element of the Journelle experience, however, is the personalized service received in one of their four oversized fitting rooms outfitted with adjustable lighting, plush robes, bottled water, chocolate, and comfy benches for the same tag-along significant other who might want to sneak a peek. My personal experience went like this: I got sized, I described my ideal bra’s shape and style, and I laid out a price range for the personable and insightful lingerie expert who helped me. Within minutes, she brought back five gorgeous and practical options, adding that if those didn’t work, there was a plethora of other choices that we could explore.

A “plethora?!” Woah… I felt like Alice in Wunderwearland! Here’s a peek at some of the stunners that I had the pleasure (really) of trying on:

Marlies/Dekkers Cold Cream Bra, $147

If you’re feeling daring, wear this one under a t-shirt. Who says bras can’t be statement pieces?

Huit "Anouk" Half-Cup Bra in Smoke, $78

The perfect blend of sensuality and class, Huit (one of my personally favorite brands) never disappoints.

Kenzo Midoli Push-Up Bra, $198

Colorful and chic, this baby fit like a glove while also giving The Twins a little pick me up that still looked natural (because no one needs to know that you weren’t actually endowed with gravity-resistant goods).

And last but not least, my favorite staple:

Wacoal Contour iBra, $54

Wonderfully contouring and comfortable, this one is perfect for any woman’s everyday needs with its seamless cut and shape.

As I’m sure is evident by now, I’m psyched to have found such a customer friendly and luxury loving go-to spot to fulfill my lingerie addiction! Need an incentive to be self-indulgent during this awful recession? How about this: every new customer gets a “$20 off your next purchase” coupon, good for a year with no restrictions on markdowns. Plus, a little birdie told me that a sick storewide sale is set to happen in January – more on that to come! Shop online or stop in the store at 3 East 17th St to make some last minute holiday purchases, and you’ll never step foot in a major retail chain for your underwear needs again!

Step aside Miss Vicky – there’s a hotter b*tch in town, now.