When Marina Bianchi Graziani decided to open her own lingerie boutique in Tribeca—having been an Upper East Side shop’s buyer and manager for 17 years—she named it Giorgia. “It’s my daughter’s middle name. She has always wanted me to have my own business. It’s a tribute to her.” It’s also a homecoming: Graziani lived in Tribeca after moving from Milan in 1990.

Giorgia carries lingerie, sleepwear, and loungewear—including such brands as Celestine, Epure, Eberjey, and Majestic—that’s mainly from Italy, France, and Spain. The aesthetic, of the shop and the merchandise, is clean and elegant. “Not too much lace,” as Graziani describes it. “It’s what I like and what women here like, from what I see.” You’ll also find candles, Falke socks, and Laundress cleaning products; hosiery will arrive soon.

The shop has only been open for a few days, but she is already marveling at how different the neighborhood is than uptown. “The Upper East Side is very international, but here even more so,” she says. “They live in Hong Kong, Paris…. And people are so much friendlier! A few people have come in just to wish me well.”

Giorgia is at 345 Greenwich (bet. Harrison and Jay), 212-431-4408.

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