Goutam Biswas is passionate about bringing more fashion options to Columbus. His customers are passionate about fashion. "I wanted to do something totally different: East Coast, West Coast - here," said Biswas, who transformed G & Co into G & Co Couture in October.

Goutam Biswas is passionate about bringing more fashion options to Columbus. His customers are passionate about fashion.

So when he decided to scrap the store's European style, he papered the windows while he painted the tall walls a stark red and white, installed a plasma video screen and brought in a veritable laundry list of stone-studded, seen-on-celebrities labels.

"I wanted to do something totally different: East Coast, West Coast - here," said Biswas, who transformed G & Co into G & Co Couture in October.

That means limited-edition Christian Audigier shirts and more from three of the designer's brands: the tattoo-inspired Ed Hardy, glam-rock Smet, and the Crystal Rock line of vibrant girls' hoodies and tanks.

Miami-based line Rawyalty brings much of the same vibe, with rhinestone-studded angel wings and cross shapes on long-sleeve tees, and California's Junk Food mixes things up with screenprinted pop-culture tees featuring The Beatles and the Incredible Hulk.

"Right now, if you go to South Beach, in men's and women's, they're wearing a lot of stone-embellished things," Biswas said. "Why not in Columbus?"

And the people behind these labels are coming to him, Biswas said - after first getting over the shock of finding a boutique like this in Ohio.

"I think people are wanting something different," he said. "You go in the club and you see the same thing right now. This is more cutting-edge."

The store's two main jeans brands, Laguna Beach and Antik Denim, both feature detailed pocket designs and thick, color-contrasting hand-stitching against dark washes. Laguna Beach's pieces come in sturdy, flat boxes.

A low, glass-topped coffee table showcases G & Co's jewelry selection: intricate, antique-y looking bejeweled bracelets and necklaces from Brazil.

Women's and men's shoes are a new addition to G & Co. You'll find a few dressy styles (there are plans for more) and lots of Christian Audigier's casual sneakers with graffiti- and tattoo-inspired designs and even rhinestones in the lace holes.

Much more is coming in March. Biswas will add men's suits from Hugo Boss, lingerie and boxers made from eco-friendly fabrics, and a kids' line of miniature versions of the adult apparel offerings.