What's a Nice Girl like You ..?; They Have Cars, Cash and Designer Clothes -That They Keep on. Forget the Grubby Image of the Sex Industry. Penny Fray Meets Three Women Who Are Revolutionising It

Beginning of article

Byline: Penny Fray

WHEN actress Gwyneth Paltrow emerged from a well-known sex shop with a wicked grin and a mysterious bag in her hand, the rumour mill went into overdrive. With one paparazzi snap, theHollywood star had managed to shed her ``holier than thou'' image to challenge the erotic boutique's seedier side. A few months earlier, Liz Hurley was pictured emerging from Hustler sex shop in Hollywood.

It seems that today, pleasure palaces no longer cater exclusively to the ``dirty mac'' brigade. Instead, they attract designer-clad women by bringing desirability and aspiration to the burgeoning business of seductive underwear and up market toys.

Saucy boutiqueMyla started the trend with its appliquedlacelingerie and range of soft maribou mules. And who could resist Agent Provocateur's pretty pink and black boxes with tissue wrappedmerchandise?

Even sex shops in the North West have realised the potential of attracting a more …