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Voted "Best Lingerie Store in Manhattan" 2 years in a row!

A & J Lingerie and More…
41 W 28th St
(212) 689-2415

Once you’ve stepped into A+J Lingerie and More lingerie store, you’ll be going here for years. Style ideas and fantasies are reasons to shop at this family-run store. The owners are helpful and friendly, and the kind of people who remember their customers. Expect a low-pressure experience, but of course, if you’re clueless about what to buy, just ask and you’ll get help in navigating the fashions. Are you looking for something unique and sexy but not sleazy, or seeking a fantasy item that is more daring? Let them know, and you’ll be steered to the right items. Everyone feels at ease whether they are regulars or it’s their first time in a lingerie store.

A & J Lingerie and More…
41 W 28th St
(212) 689-2415

Looking for something that’s going to give a little more va-va-voom in the bedroom? A & J Lingerie and More… is the perfect place for you. Located in the southern portion of Midtown, the shop offers a variety of lingerie with an emphasis on classic styles, hard-to-find favorites and up-and-coming designers. Their selection of lingerie is perfect for all occasions, from dressing up for your anniversary to just enjoying some new undergarments for your own empowerment. There are modest, every day options as well as items for those looking to embrace their naughty side. If you’re not sure where to start, A & J Lingerie’s friendly and knowledgeable staff is on hand to help you find the perfect style for you. Their close-knit ties to their customers and the community make this shop stand out from the crowd. Check it out for yourself!

A mother-and-son duo are making a name for themselves selling kinky boots — and other sexy paraphernalia — at a Chelsea lingerie shop.

Mom Ida Bure works the front part of the store, selling bustiers and frilly unmentionables.

Her son Jimi Bure handles business in the back, where the sex toys are discreetly displayed.

The two avoid any cringe-inducing encounters by sticking to their boundaries.

Ida keeps her hands off her son’s racy merchandise.

“I don’t touch. I’m the same old mama. I’m very straight,” says the diminutive grandmother. “I’m a widow for 20 years and never looked at another man.”

Likewise, Jimi’s three daughters respect family propriety when they visit his shop. If they want to make a purchase they leave a list for dad to take care of later.

They weren’t thrilled with his idea for the shop at first, he said.

“Oh, dad! A sex store?” Jimi remembered them saying.

They’ve since come to appreciate the fringe benefits — including access to the lingerie.

Ida said she’s never sold them anything, but “I don’t know if they snuck anything out,” she joked.

“I thought, in hard times, what always sells? Drugs, alcohol and sex,” says Jimi Bure.

A&J Lingerie was born out of necessity about 12 years ago, Jimi first told DNA.info New York, when he was going through a divorce and his mom, a new widow, was losing money at the family clothing shop.

“You have to be ready to make changes,” he said. “I looked at her and said, ‘What would make people come up the steps?'”

They focused on lingerie as the answer, but before long, Jimi’s got an idea to expand based on customer requests.

“Regular, normal women were coming up, asking, ‘Do you have a Bullet (vibrator)?'”

Now, 70% of the store’s revenue comes from the sex toys, which can be reached only by walking past scads of skimpy corsets and sexy costumes lining the walls.

Executive women make up 90% of their customer base, Jimi said. But clients run the gamut of demographics and include rabbis and doctors.

Hot items include party balloons in anatomically correct shapes, he said.

Erotic bestseller “Fifty Shades of Grey” has been a boon for business, and Jimi’s had to calm down more than a few men worried about their partners’ interest in sex toys.

“Would you rather have AA (batteries) in the drawer or the guy from 2A in your room?” Jimi asks them.

He and his mother weren’t worried about the awkwardness of going into the sex-store business together, but they did fear it would be a financial flop.

“You have to be ready to make changes,” he said. “I looked at her and said, ‘What would make people come up the steps?'”

During work hours, Jimi said, they are business partners. After the shop closes, they are mother and son again.

“We share dinner together every night,” Ida said.

After 12 years of selling lingerie and sex toys, Jimi said he’s given some thought to adding a delivery service to A&J Lingerie — which is ideally located on W. 28th St. near the Musuem of Sex.

“People deliver flowers,” he said, “Why not have some sexy lingerie and rose pedals waiting on the bed?”

Their relationships with customers, they agreed, are responsible for their success over the years.

“We treat everybody like they’re a friend, whether they’re a call girl or a 19-year-old girl going with her boyfriend,” said Jimi.

And they don’t leave without a kiss.

“Don’t go. You have to get kisses from me,” Ida said to two women Thursday as they exited the shop. They both left with a few Hershey’s Kisses tucked into their palms.

Sylvia S., a 23-year-old Astoria, Queens, resident, surveyed the store with a few sexy costumes already in her hand.

“I feel comfortable coming here,” she said, smiling as Ida looked at her selections with grandmotherly pride.