retail profiles // classy // east thirteen

East Thirteen is a 1,200 square-foot store run by three employees with a knack for lingerie.

"Our focus is on luxury European lingerie with a slight edge," said owner Jaivin Karnani.

East Thirteen carries brands such as Huit, Cosabella and Spoylt. One of their best selling items are Myla's nipple tassles, an item that definitely takes the edge off, explained Karnani.

"These novelty brands are pushing the limits, and doing it tastefully," he said. Karnani is expecting a boom in the lingerie industry, "I feel that lingerie is at the cusp of a broad expansion. As the customer becomes more educated about the product and the different brands, I think that there will definitely be a larger shift towards the luxury end of the spectrum."