Who’s in Store?

"Fashion gets under your skin," says Wendy Getchell, founder of five-year-old Lotus on Main Street, and now a new cyber store called Knickers. A veteran of Saks Fifth Avenue in Boca Raton and 15 years repping for resort apparel lines, Getchell opened Lotus to fill a fashion void for locals in downtown Sarasota.

"I wanted to show that luxury is not about price: It’s about finding things that make you happy, whether it’s a truly figure-flattering swimsuit or an undergarment that makes a difference in how your clothes look," she says. That philosophy led to Knickers, a Web store that focuses on lingerie and loungewear— the hottest category in fashion today.

Getchell created fictional fashionistas Gigi and Bridget, who blog on the Knickers site about clothes and travel (and were inspired by what she calls the Gigi twins—the iconic Ralph Pucci-designed mannequins at Lotus). "In this economy, people are staying home," she says. "They’re buying cozy loungewear, not couture dresses." Lotus, 1451 Main St. (941) 906-7080, shopknickers.com

Can’t live without Comfortable, pretty sleepwear and lingerie. I love our Prima Ballerina cami set with vintage lace trim ($136) by Eberjey, a Florida company. What this town needs People who will support downtown and discover its treasures, Getchell says. Cyber customers from as far away as California have discovered the virtues of Knickers’ best-selling Papillion strapless bra ($68). Little luxuries like Claus Porto bath soaps, hand-milled in Portugal since 1887 in fragrances like Condessa (Wild Pansy), are big sellers on the new Knickers Web site at $16.

Shop Talk