A Woman's Touch, a new sensual gift shop that opened in the Third Ward this weekend, is as discreet inside as it is outside. Located on the ground floor of an office building at 200 N. Jefferson St., there isn't a buzzing neon sign or a plethora of pick-ups parked in front. No, it's definitely not that kind of shop.

"We classify ourselves as a sexuality resource center where people can find pleasure in all of its forms," says social worker and co-owner Ellen Barnard.

Barnard and partner, physician Myrtle Wilhite, opened their first business in Madison 10 years ago, also called A Woman's Touch. After a decade of success and scores of Milwaukee customers requesting a closer-to-home location, the women decided to open another one in the Third Ward.

Is downtown Milwaukee too conservative for such a shop? Not according to Barnard.

"Believe it or not, we're a really conservative and tame business," she says. "If you walk in here, you'll see lingerie, cards and earrings. Plus, everybody has sex whether conservative or not."

The open, well-lit space is sensitively divided in a way that the more-bashful customers can browse unique greeting cards, oils, tasteful lingerie and gorgeous earrings -- without sporting a single blush. Meanwhile, sassier shoppers will appreciate the surrounding spaces, chock full of books, movies and battery-operated baubles. (This shopper's favorites? The Turbo Twinkle, Hula Hottie and the one disguised as a cell phone.)

"We do sell toys and movies, but we come at it really differently (than porn shops.) We have a very limited movie selection, all of which have been screened by sex therapists and are well-made, not offensive and definitely appropriate for women," says Barnard.

Despite the female-friendly products and store name, Barnard says 40 percent of her clientele in the Madison shop is male. It's no wonder. The comprehensive condom display, complete with a blown-up example of each brand, is enough to keep the menfolk courting on a regular basis.

A Woman's Touch provides free brochures on a bevy of sex-related subjects, from keggles to pregnancy sex. Another nice touch is that all of the "toys" are displayed alongside a tastefully written information card describing the bells and whistles of the playful product.

Barnard says she plans to add more education and outreach aspects to her business once she and her partner master day-to-day operations.

"Our focus is on helping people maintain healthy, long-term relationships," she says.

A Woman's Touch is open Monday, Friday and Saturday 11 a.m. - 6 p.m. and Tuesdday, Wednesday and Thursday 11 a.m. - 8 p.m., and Sunday Noon - 5 p.m. For more information, call (414) 221-0400