The lowdown: Victoria's Secret, watch your back. There's a new kid on the block and her name is Journelle. Lingerie lovers can leaf through Journelle's collection of everyday bras, comfy chemises and ultra-sexy pieces at the store, which opened this month. The boutique is the second Journelle shop, with the first in New York City. Founder Claire Chambers says, ``We're a specialty lingerie store carrying over 50 famous brands from around the world.''

The 'hood: Nestled on Lincoln Road, Journelle's neighbors include the new Y-3 boutique, Anthropologie and Banana Republic. ``We're the prettiest block on Lincoln Road,'' Chambers says.

The ambience: Think urban boudoir with punches of purple. White-oak floors, linen couch, amethyst-colored suede panels and bookcase (The Progressive Housewife, anyone?) create a refined vibe. Lingerie is sprinkled throughout the boutique and merchandised in a come-touch-me manner. Highlights: ``We make lingerie shopping enjoyable,'' Chambers says. Designers include Hanky Panky, Chantelle, Elle Macpherson Intimates and La Perla. Pluck a Timpa duet underwire bra ($33), Elle Macpherson dentelle bra ($65) or Bodas sheer underwire ($72) from the sexy shop.

The owner says: ``Women often assume lingerie is for special occasions, but at Journelle, we help them find pretty bras that can be worn every day. We're pro-lingerie,'' Chambers says.