Provocative lingerie is a gift you can both appreciate. RELATED LINKS VIDEO TIP: Buying the Gift of Lingerie

Valentine's Day celebrates romance passion and love, so there's little mystery why lingerie is one of the more popular gifts to give and receive. Seductive outfits of silk, satin and lace can certainly put a little more playfulness into Cupid's holiday, but for men who aren't experts in the field of women's intimate apparel, shopping for lingerie can be confusing and even a bit overwhelming. Luckily, there are always people in the business who are willing to offer helpful ideas, and by following the lead of a lingerie guru, you can be sure to take home a gift that your sweetie, and you, will truly enjoy.

Originally from Hawaii, Lesley St. James moved to Los Angeles in 1988 where she worked for high-end European retail companies on Rodeo Drive. She met her husband Christopher in San Diego, where he had opened the city's first upscale lingerie boutique for women and men. After the wedding, the two formed Luxe Lingerie, a company dedicated to establishing trends rather than following them. With locations in Beverly Hills and in the Hollywood and Highland complex, Luxe was voted "Best Lingerie Store" by L.A. Magazine, and one of the "Best 5" in the United States. Here she offers advice for buying beautiful Valentine's Day lingerie:

• Size.
  One of the most important things to know when buying clothing of any kind is what sizes your loved one wears. An experienced lingerie salesperson might be able to make a close estimate based on a description, but it's better if you know for sure. Do some snooping in your sweetheart's closet and drawers, and write down her bra size, panty size, and any other numbers or letters you can find on lingerie tags. The staff at the shop will know what all the sizes actually mean.

• Age and attitude.
  You should also keep in mind your lover's age, and her general taste in lingerie. Will she be expecting something sophisticated and pretty, or something youthful and a little naughty?

• Fabrics.
  Next you'll have to decide on what kinds of fabrics you and your sweetheart like. Are you looking for something opaque, or sheer? Do you prefer simple, or lacy? Do you lean towards cotton or satin?

• Basic black.
  According to St. James, if you have a wife or girlfriend that loves black, you can't go wrong with black lingerie. It's classic, sexy, and provocative.

• Colors.
  But you can also get lingerie in a wide range of colors. For 2003, St. James says, the really big colors will be shades of pink, especially hot pinks and fuchsia.

• A good salesperson.
  You can buy lingerie almost anywhere these days, but before you run off to a discount store or click onto a website, think about the advantages of talking with a knowledgeable salesperson. A really good salesperson in a high-end store will walk you through their collections and answer any of your questions, making the process a lot less confusing or intimidating. And when you're hoping to find that special item to melt your lover's heart, a little help and advice can make all the difference.