IT'S that time of year that leaves scores of men grappling with the daunting challenge of what to get the missus for Christmas. JAMIE DIFFLEY took a brave step where others fear to tread and entered the forbidden world of the lingerie shop to find out how little fellas know about their other half -- and why most of them will end up buying chocolates and perfume for their partners again this year...

ENTERING the world of women's lingerie is both fascinating and extremely nerve-wracking at the same time. To most of the male species the brightly lit shop with its row upon row of barely concealing garments scream "no entry" and many dare not step over the threshold. But help is at hand in the form of the men-only night. Maria Quinn will run the nights every Thursday from now until Christmas at the shop she runs in Oswaldtwistle.

The idea, said Maria, is to put men at ease and encourage them to browse the bras and suss out the suspenders -- not just buy the first thing and get out in double-quick time before they are spotted. Apart from Maria and assistant Rachael Beetham no women are allowed in the shop.

"Men usually have a good idea what they are looking for before they come in here," said Maria. "But we can give them advice on sizes and what looks good. We have only ever had one woman come back, slam the lingerie on the counter and shout 'look what he's bought me. I'm not wearing that.' In most cases the wives or girlfriend are very touched."

Maria toyed with the idea of having male assistants and even introducing alcohol to enhance the masculine feel of the shop, but no advice is better than a woman's when it comes to racy underwear. And customers of the Union Road shop in Oswaldtwistle certainly appreciate that female touch.

"Occasionally I've come in here other than on men only nights, but it's a lot better with just men," said Bill Baron, from Oswaldtwistle, who was perusing the pants for a Christmas gift for his better half. "Lingerie is a much better present than buying chocolates or perfume, which most men do. It's something different and the women are really touched."

"The one-to-one advice is really helpful," added Damon Pirt. "Maria and Rachael help us make sure what we get is right."

Everything in the shop is very tasteful -- even the PVC suits, which are often preferred by some girls to be worn as outer garments. Although the choice is huge, Maria said men were traditionalists at heart.

"We get asked a lot for red basques and baby doll nighties," said Maria, owner of Aphrodite Lingerie. "Sometimes we are asked about garments we don't supply but we politely refer them to a specialist shop like Ann Summers. We don't embarrass them though. Each to his own, I say."

The friendly ambience of the shop shatters all preconceptions, which, Maria says, is how it should be.

"There's nothing wrong with coming into lingerie stores and we find that the knock on effect from men-only nights is that some customers feel they can come in any time," she said. "Nobody thinks you are a pervert and the recipients of such gifts are very, very grateful."