Good cop/good cop shop attendants/owners

They didn't need to hard-sell to customers. They were an effective team: the woman who said it was not demeaning if a man chose to wear a skirtsuit, and the crossdresser who gave encouragement to be herself. Or himself. No "you won't find a more tolerant place out there."

Some males chickened out, and some even only purchased a scarf or belt or other accessories at first. Some recognized how hard it was to wear a skirt and wondered if they were just going in for a television-sanitized version of femininity. Some even felt guilty only buying the bargain clothes. What if they had to get rid of their wardrobe?

They weren't licensed therapists (business cards for them and support groups were at the counter--no purchase necessary) but did listen to customers, or potential customers, with good responses for common concerns. They had faith enough would come back, not just for that special outfit, but for encouragement to wear it out, without shame. And for places that welcomed it, too.