NEW YORK CITY, NY — You can take the porn star out from in front of the camera, but apparently you can’t take the sex industry out of the porn star. Or maybe it’s just Jenna Jameson. Having supposedly shaken the dust of the porn industry from her platform pumps, sexual entrepreneur Jameson has been exploring and profiting from a number of related but not identical career choices. Her latest is a cocktail lounge in New York City’s Chinatown.

But this cocktail lounge has a history nearly as wild as Jameson’s: it used to be a bordello.

That’s certainly the claim of Jameson’s business partner, Heatherette designer Richie Rich, who delicately informed the media that “It used to be a whorehouse.”

While location, location, location may be the mantra of every real estate related business plan, but the precise location of this business is being kept a mystery. The only thing the cagy duo will confess just yet is that it will have the decidedly unsexy name of The General Store and be tucked behind a boutique storefront, where Richie’s clothing and designs – as selected by Jameson – will be available for purchase.

The joint venture is expected to open to the public during 2008.