Fetish Beauty Boutique Open on Frederick Road

While the name may raise eyebrows, the major obsessions of customers are limited to designer handbags, jewelry and other items, as well as tanning.

The store, located at 707 Frederick Road next to moved from its location on Baltimore National Pike this spring.

Owner Crystal Jenkins and her business partner, Tina Cole, took over an existing tanning shop in 2009 and renamed it Fetish.

Since moving in, the women have gutted the inside, painted and redecorated. The shop features six tanning beds and airbrush tanning, as well as locally made jewelry, designer handbags and unique items for babies. The store officially opened in April.

While Jenkins and Cole had a loyal customer following at their location on Route 40, they felt disconnected from the rest of Catonsville.

"When we were looking for a space, we really wanted something here," Jenkins said.

The inside of the space features black and white wallpaper, bright colors and bright lighting, as well as walls of handbags, jewelry and accessories. The tanning booths are in the back. There are also two makeup areas; Jenkins is a trained makeup artist.

The name of the store has spurred a hearty discussion on We Love Catonsville's Facebook page.

Jenkins said when the owners settled on the word fetish, it was meant to conjure up images of women being obsessive about their look.

"It's just about women being conscious," Jenkins said. "We take pride in the way we look and sometimes we go overboard. That's what fetish means to me."