TELLURIDE – A femme fatale is an alluring and seductive woman, an enchantress whose charms ensnare her lovers in bonds of irresistible desire that often lead them into compromising situations. Telluride’s own Femme Fatale (in this case, a boutique devoted to women’s clothing and lingerie) has over the last 12 years emerged as a venerated – and, yes, a bit enchanting – main street business.

This August, La Femme Fatale wrote a new chapter in her steamy Telluride novel with the entrance of a fresh Femme Fatale cast of characters. New owners Jacquie and Michael Brown now assume responsibility for La Femme’s whims, taking the reigns from the shop’s longtime owner and original Femme Fatale owner Susan Kerr.

“We’re excited to carry on the Femme Fatale name,” says Jacquie of her and husband Michael’s recent acquisition of the business, which is located above the Sweet Life on the sunny side of Telluride’s main street.

Michael is the longtime owner of Paragon Ski and Sport, Telluride’s oldest locally operated ski and bike shop. He and Jacquie’s recent passage into the realm of women’s apparel represents a combining of their talents within the larger local retail milieu.

“It’s great for me to be able to interact more on the female side of the retail sales world,” says Jacquie. Kristi Paul, who boasts a retail background in bridal and lingerie, will join Jacquie as La Femme’s on-the-floor sales team.

Meanwhile, Michael admits that his role at the new store will be “not so much on the front lines,” as his experience has been at Paragon. Superb customer service will continue to be the cornerstone of the new Brown venture, they say.

“We love the location, the reputation, and the existing lines,” already found at the store, he says.

The Browns report that the heart and soul of La Femme Fatale – her seductive nature – will remain unchanged under their watch, with all of the beloved lingerie lines to remain the same. Jacquie does, however, plan to add her own creative touch to La Femme’s offerings, with new-to-Telluride lines of high end women’s clothing that boast reasonable price tags.

The shift from rough-and-tumble sports gear to retail’s softer side in intimate apparel is a welcome one, says Jacquie. “Women shop here, but men come in to shop for their wives too,” she says, explaining that the female-male shopping dynamic is fun to be a part of.

To celebrate La Femme Fatale’s new ownership, the Browns will host a fête a la Femme Fatale, Friday September 12 at the main street store, which is open daily from 10 a.m. to 7 p.m.