If the renaissance of Milwaukee's Downtown is focused on people's opportunity to live, work, shop and play in an urban environment, then small business owners Clai Green and Ron Krinn are a perfect match for Water Street.

The two opened Fred Boutique at 524 N. Water St. in spring 2006, Red Heel shoe shop next door in August 2007 and now have their sights set on a men's apparel store called JET, due to open in fall 2008.

They helped revitalize that stretch of Water Street just north of the Third Ward, which has since welcomed a second location for the cutting-edge Beauty salon as well Miss Ruby, a style-savvy bridesmaid dress boutique.

Green and Krinn have been so busy in last year and a half, it's no wonder they throw parties during work hours.

It helps, of course, that their work hours -- the hours of their shops -- run way past happy hour, and sometimes stretch close to midnight.

"We're in a viable location to do this and stay open late," says Green. "Here on Water Street, you're visible, there are clubs, nice restaurants, hotels with tourists -- it really is an advantage. You're Downtown, and you're going to get that professional female when you're open this late, because they are the ones working until 8 p.m. in the office."

With that professional city woman in mind, Green and Krinn launched a fierce fleet of Thursday martini nights and "Sex in the City" parties, shopping soirées that have women scoping the sales while sipping and mingling with their peers.

And really, Green says, that's what his shopping parties and martini nights are all about -- social networking.

"Its' really cool because you get 20 people standing in line for the dressing room and they start networking, exchanging phone numbers, making friends," Green says. "Professional women do great networking."

Private shopping parties -- booked for two hours either during or after store hours -- work well for birthdays, bachelorette parties or as the kickoff for those infamous girls' night out get-togethers.

The idea is simple; you gather the girls -- and there's virtually no limit, although they require a minimum of eight -- and Fred and / or Red Heel provides the rest, including your choice of wine, martinis or non-alcoholic beverages, tasty appetizers and a diva discount for the shoppers.

The "Sex in the City" tag alludes to the episodes of the fashion forward HBO series -- edited or unedited, depending on the dynamic of the group -- playing during the bash.

For an additional charge -- $80 to $100 per group -- Green brings in artists of aesthetics and masters of massage from salons such as Beauty, DiCarlo, and Exclusiva.

"Everyone in your group can get massaged, waxed, get eyebrows shaped or get a facial for a flat fee," says Green. 'The professionals stay for the full two hours of the party."

The second leg of the networking nights involve what's known in Milwaukee, and just about any city with a college or two, as thirsty Thursdays. The last Thursday of every month is Martini Night at Fred and Red Heel. The concept is similar to the "Sex in the City" nights, minus the cost. Martini Nights are free and open to the public, and in place of shopping discounts come salon gift giveaways, and, of course, free foo-foo drinks.

Oh, and guys, Green says once JET takes off, he'll implement a men's equivalent to the lady's nights.

"Guys will drink free martinis, but I'm thinking we'll probably do Miller Lite Night -- all the Miller you can drink," he says.

This month, Fred is taking its local contribution to another level. By teaming up with the AIDS Resource Center of Wisconsin in preparation for the AIDS Walk Wisconsin on Sept. 29, Fred is donating a percentage of all September sales to the cause. Green and Krinn have also initiated Team Fred -- which is still accepting members -- to participate in the AIDS Walk. Both Fred and Red Heel are stocked with more info, so just ask.