Jessica Herman

Pushing past the big black gate that guards the Old Town courtyard on a winter wonderland day, stepping into Wildflowers (1407 North Wells) feels like stumbling upon a gingerbread house in the woods. While you won't find cookies in her oven or traditional toys on the shelves, owner Gretchen Reachmack offers a variety of fantasy-fulfilling goodies.

"I want to provide a secure place for women to shop for intimate accessories and lingerie," says Reachmack as her neighbor bundles two curly-haired Havanese pups in sweaters and booties before leaving the store. She also caters to men's comfort by offering a waiting room beside the dressing room where the shopper can model lingerie for her companion.

Pouring herself some champagne, Reachmack explains her intent to divert the focus away from pornography and toward sensuality. Tucked beneath the store's low ceiling, the display of lingerie ranges from a high-end crimson silk set by Argentovivo for $600 to youthful Cosabella camisoles in spring colors for around $50. She also carries a lacy French line with floral embroidery by Simone Perele and velvety soft sleepwear by Arianne, whose specialty bras Reachmack will soon be carrying.

The selection of "intimate accessories," a phrase that Reachmack prefers to describe sex toys, ranges from low- to high-end as well. One of the bestsellers so far is the $6 Humm Dinger, a vibrating "cock ring." While she already offers famed items such as the "Rabbit Vibrator" (popularized by its cameo on "Sex and the City") and German-made "Smart Balls," Reachmack plans to carry $200-$300 fox fur and crystal-adorned vibrators.

Elaborating on the concepts behind Wildflowers, Reachmack emphasizes the service aspect of the store that she is still developing. In addition to providing a mini-library of books--anything from the pocket version of Kama Sutra to "Eat Chocolate Naked"---to educate women about sexuality, Wildflowers will host clinics addressing topics like sexual dysfunction.

"I don't want to encourage 'the fuck,'" Reachmack says. As if for emphasis of this point, her grandmother's poetry and great aunt's 1920s wedding dress are on their way for display in the shop's bridal section.

Wildflowers hosts a men's night with drinks, cigars and lingerie modeling on February 10 at the neighboring Old Town Motorcycles, 1421 North Wells, (312)787-9133.

(2005-02-01)

Also by Jessica Herman

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