retail profiles // classy // devil may care

Q&A with Anastasia Cerankosky, Co-Owner and Key Buyer

Ted Vayos, BODY: Describe your store.

Anastasia: Designed to feel like a black and pink Parisian boudoir, Devil May Care Boutique is a sensual but comfortable environment to shop for designer lingerie by Elle Macpherson, Maison Close, Mary Green, La Fee Verte and others. We recently expanded into menswear to wonderful reception. Our "bedroom" features vintage pieces and tasteful but naughty accessories ranging from JimmyJane vibrators to coconut spanking powder.

Ted: Who is your typical customer?

Anastasia: Most of our customers are women ages 20 to 40, though we get a very decent amount of male customers shopping for both their significant others and themselves! We encourage older people to come in, as we carry styles specifically for them in mind, including amazing silk pajamas and robes.

Ted: What makes your store special?

Anastasia: Devil May Care offers more than shopping. To visit our boutique is a sensory experience, from the sheepskin rug in the dressing room to the scents from D.S. & Durga filling the air. We aim for our customers to leave more in touch with their senses and eager to wear — or use — their purchases. Part of our goal is to have something for everyone, so this experience can be available to all ages, shapes and budgets.

Ted: List some of the brands that are important to your store.

Anastasia: We are in love with all of our brands! Elle Macpherson, Mary Green, Honeydew, NAKED, ABS Intimates, La Fee Verte, Montelle, D.S. & Durga scents, JimmyJane, Love to Love and Maison Close.

Ted: What styles are particularly popular among your customers?

Anastasia: Fun, bright-colored nighties from Honeydew are extremely popular. The gorgeous yet super-supportive bras from Elle Macpherson in sizes DD to F go quickly as well. Silk by Mary Green in yummy colors and NAKED men’s boxers and briefs are also popular.

Ted: What price and size range do you carry?

Anastasia: In trying to have a little something for everyone, our prices range from $15 panties to $100 silk robes and $180 vibrators. Soon we’ll be expanding into a higher price point, as interest in that has been expressed! Our sizes currently range from 32A to 36F, but we’re looking to go bigger!

Ted: What is your average customer size?

Anastasia: Our average customer is a 34B or 36C, but our highest spending customer is a 36DD or 32E who can’t just go to the mall for a great bra. Those are the girls we really want to make sure we can accommodate!

Ted: How much does the average customer spend in your store?

Anastasia: A rough estimate would be $50 to $75.

Ted: What other information would you like to share?

Anastasia: Soon we will be launching an amazing online boutique at www.devilmaycareboutique.com, but right now we have a fun site with great videos! We are also on Facebook.