Amidst window displays lined with jars of latex body paint and the occasional four-foot bong is Iris, Haight Street’s only lingerie boutique, founded and co-owned by SF State alumna Janelle Sinclair, 27.
The consumer family studies and dietetics major graduated in May 2003 with an emphasis in clothing and textiles. Less than a year later, she opened the periwinkle doors of what she hoped was just the first of many Iris boutiques.

“I wanted lingerie that was trendy but not ‘costumey,’” said Sinclair.

Currently, Sinclair is also employed by urban clothing store True, where she has been the buyer for seven years. There, she made many connections in the industry and learned the ins and outs of starting a small business.

Although she loves her job at True, Sinclair said she wanted to open a different type of store that would cater to all of the large female consumer base in the neighborhood. Basing her decision on the size of the location, she decided that a lingerie store would be efficient as well as beneficial.

“I saw that there were tons of female shoppers on Haight so I knew that a lingerie store was needed,” said Sinclair. “Plus, I always had a thing for underwear.”

Some of Sinclair’s favorite Iris items include bustiers and tank tops that usually come with matching panties. She said she likes the fact these tops can be worn by themselves with a pair of jeans, making them more versatile and marketable.

First-time shopper Nezharie Sanchez, 21, said she was drawn into Iris by its window display, which features sexy but fun lingerie hanging from a clothesline.

“I would never find this at Victoria’s Secret,” said Sanchez, holding up a funky teal bra with daisy embroidering.

She ended up buying three different pairs of brightly colored panties with lace trimming, ribbons, and moon and star cut outs for only $15.

Sinclair said she didn’t want her boutique to be like a typical lingerie section in any department store. To add a personal touch to her business, she named her store after her middle name, which is also her grandmother’s name.

The iris flower was the inspiration for the color scheme of the store and the overall feel of the place.
While Sinclair has used many of the skills she acquired during her years of fashion school, she said a degree isn’t necessary to make it in business.

“When it comes down to it, not everything goes according to the book, although it does help,” said Sinclair.

To celebrate Iris’s one-year anniversary, Sinclair held a fashion show at Suite 181, a club in downtown San Francisco. Although things are going well with her business venture, Sinclair said other entrepreneurs should only go into business in a field they feel passionately about.

“A big misconception about owning a business is that you are rich,” said Sinclair. “While it can be financially profitable, it takes time, and success doesn’t happen over night.”

Working at Iris has taught Jenevieve Hegedus, 22, important management skills and the inner workings of how a business is run, she said. Having Sinclair as a boss has also inspired her to someday start a business of her own, she added.

“Janelle really opened my eyes to how important it is to have a good relationship between a boss and their employees,” said Hegedus, a music major. “It helps things flow smoothly.”

Although their plans are still tentative, Sinclair said she has a friend who wants to adopt the concept of the Iris boutique as a franchise in Arizona.

“I’d love to open a chain of Iris’s when I feel 100 percent confident about it,” said Sinclair. “That’s definitely an option.”