Those who have read this column for any length of time know that I'm a big fan of resale stores, particularly apparel resale. These shops provide the average women with an opportunity to own the finest clothes in the world. But it has always been a puzzlement that so many women get rid of these beautiful clothes. Why, for instance, would one lady place brand new, never-worn Chanel on consignment?

Phyllis Davis, owner of P.J. London, where these sought-after Chanels are being put on the racks today, doesn't know the answer, "We still haven't figured this one out" says Davis. But they are at her store and for one-third the original price, which makes Chanel much more affordable.

A jacket, for instance, that would carry a price tag of $1,000 at a Chanel boutique would be priced here at $375. If you're a size 8-10, you could be the lucky buyer.

Discovering new Chanels is a coup and just one of the many joys of shopping resale at established shops such as P.J. London, a store that has graced the Brentwood area for over 14 years. There is only one of most items and the inventory is constantly changing. Sizes range from 2 to 12.

There's something here for every budget, from Ellen Tracy to Karen Kane. An Ellen Tracy linen pant suit that was $600 new is now marked $150, and a Karen Kane pant suit that was $300 new is now selling for $50.

P.J. London is one of a handful of resale stores that carries wedding gowns (most say they don't have the space). A size 4 bride-to be can find an incredibly beautiful custom-made gown that was $10,000 and is now $695.

You'll find a plentiful supply of goods from some very hot Japanese designers such as Matsuda and Yamamoto, obviously favorites from Davis' carefully guarded client list. And like other retailers, the summer stuff is now on sale with a lot of romantic, flowing-type dresses priced between $25 and $35.

If the clothing doesn't suit you, you can focus onaccessories. P.J. London offers shoes and handbags priced far below the original cost.

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Have you ever wondered how people come up with names for their shops? Here's one that was dreamt in a dream. Phyllis Davis was called Phyllis Jane and her partner (who incidentally was bought out after five months), had the last name of London. So the store was named P.J. London.

That was back in the year 1982 and the name and location of the shop hasn't changed since. It was one of the first consignment shops in the affluent Brentwood area of Los Angeles, CA. The store specializes in high end, upscale women's clothing and accessories, many of which are brought in by movie stars. Phyllis elaborated, "Of course I can't divulge their names. I also have some very wealthy clients who bring in Chanel, Armani, DKNY, etc., some with the price tags on them."

Besides clothing, furs, purses and a great selection of jewelry, both expensive and costume, the store does a huge business in shoes. Phyllis remarked, "Customers just love our shoe department because the shoes have been broken in for them, and I keep the prices low."

Another popular spot is the stacks and stacks of blue jeans which are priced at $14.00 and up, depending on the label. Phyllis also gets designer clothers from reps in the downtown L.A. area.

PJ London had a commission rate of 50-50% until two and a half years ago when it was changed to 60-40%. Items are kept for 90 days with a 20% markdown after 60 days. They have four sales a year although Phyllis weeds out in between sales so it's not too crowded. Items not picked up are donated to homeless shelters for women, a pet foundation, and a cancer clinic.

She advertises in the Los Angeles Magazine, four times a year in the LA Times newspaper and in the Guest Informant, a magazine put in all the hotel rooms. Phyllis said "This is a very good way to get out-of-towners. They usually pick it up to see what is going on in L.A."

Customers are regulars from the neighborhood and around the area (Santa Monica, Beverly Hills, etc). They are professional women, business women, young and old who love to find a bargain. Phyllis remarked "Some come in and say 'Look at me! Everything I have on is from P.J. London!".

Phyllis has three full time and two part-time employees and she drops in for three or four hours each day. They are open seven days a week. Sundays are a popular day to shop at PJ London. They automatically send out consignment checks the second week of each month. Consigners look forward to getting their checks each month at a certain time.

Asked if there were any problems down through the years, Phyllis replied, "Yes, the age old problem of clients coming in to pick up clothing after the 90 day period. It's difficult to know what to do. I make it very clear when I go over the contract with them that the 90 day consignment period is written in stone." Another problem was theft. Security buttons are on each and every piece of clothing. This is understandable since some of the dresses are priced at $1300 and up (original prices $4000-$10,000). Phyllis added, "Of course, I also have things for $10.00".

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