The Magic of Flirt: Inside Minnesota’s Most Charming Lingerie Boutique
By ASI EFROS
In this episode of Intimate Talks, Jessica Gerard — the owner of Flirt Boutique — speaks candidly about the “good vibe” her store is known for: a magic that comes from authentic connection, great service, and a touch of play. She also shares invaluable insights for emerging lingerie brands on how to approach, communicate with, and successfully sell to intimate apparel specialty stores.
Flirt is known for its curated selection of lingerie — but more than that, it’s known for how it makes people feel. Jessica has built a space where women feel seen, supported, and celebrated. It’s a place to buy something beautiful, yes — but also a place to share stories and have a moment of fun.
Jessica opened Flirt in 2008 on Grand Avenue in Saint Paul, Minnesota. A year later, she moved the boutique to the corner of Selby and Snelling — a busy stretch in a growing neighborhood. Over the next decade, Flirt popped up in the North Loop and even the Minneapolis–St. Paul International Airport. In 2020, she relocated the flagship store to Edina, where it continues to charm and surprise.
Flirt Boutique carries lines from all over the world — Aubade, Lise Charmel, Fleur du Mal, Natori, Journelle, and others — with new arrivals weekly. Most styles are one piece per size, with no reorders. “The collection is always evolving,” Jessica says, which keeps the experience fresh and personal. Band sizes range from 30 to 42, with cups from A to G. The store also offers loungewear, European hosiery, jewelry, bath products, and playful gifts for bachelorettes or weekends away.
But what sets Flirt apart isn’t just what’s on the shelves — it’s how customers are treated. Jessica and her team know lingerie shopping can feel vulnerable. Some people arrive unsure of their size, uncomfortable in their bodies, or carrying past negative experiences. The staff meets them with kindness, honesty, and joy. Fit guidance is quick and relaxed, and opinions are shared with care.
Jessica’s optimism and warmth run through every part of the experience. The boutique specializes in classic silhouettes inspired by Old Hollywood — a blend of sexy and sweet that appeals to both Gen Z romantics and longtime lingerie lovers. The décor features walls in “Marry Me Pink,” antique furniture, rugs, and mirrors. The energy is upbeat, and on Saturdays, there’s champagne. It’s not just about bras — it’s about how someone walks out the door.
“Customers leave feeling a bit fancier… a bit flirtier… which is the whole idea,” says Jessica.
To experience the true magic of Flirt Boutique, discover new brands, find those must-have-this-now pieces, and leave with the trademark pink bag, stop by the store in Edina, Minnesota. Shop online at flirt-boutique.com or visit their Instagram page @flirtboutiquelingerie.
Contact:
Jessica Gerard, Owner of Flirt Boutique
Website: www.flirt-boutique.com
Instagram: @flirtboutiquelingerie
Tel: 651-698-3692
See more of Asi’s interviews at Intimate Talks on Lingerie Briefs
