'Emotional' Spanx guru Sara Blakely opens first store

• Located in Tysons Corner Center in McLean, Va.
• Features a celeb wall of fame
• It's just a few shops away from the first Apple store

Spanx entrepreneur Sarah Blakely was feeling "excited, nervous, emotional," as she proudly stood in a surburban Washington mall this morning.

"This is the first-ever store," said the undergarment guru, whose net worth was put at $1 billion in March by Forbes.

"It's one of those those things that I just can't believe it's actually happening," she told USA TODAY, surrounded by her famous underthings. "I remember the days of working so hard to get a pocket, not even a row but a pocket in a hosiery department."

She and CEO Laurie Ann Goldman were popping champagne at Tysons Corner Center shopping mall in McLean, Va., as a few customers began lining up to get in.

As for why open the first store in suburban Washington? Blakely says, "After we signed the lease, we found out it was the location of the very first Apple store." Coincidentally, Apples new iPad mini was being introduced there, just as Blakely was showing off her Bra-llelujah! collection on her store's back wall.

"We've had people tell us we're the Apple of shapewear and undergarments," she noted.

Also in the store is the star wall of fame, featuring dozens of celebs touting the goods, including jesse Tyler Ferguson (showing off a Spanx t-shirt and briefs that he wore to the recent Emmys), Jennifer Garner and Katy Perry, who just called up and ordered a pair of high-waisted briefs on Thursday.

The brand has never had a celeb ambassador. That's not the marketing vision. "It's a girlfriend-to-girlfriend plan, including celebrities," says Blakely. But they do talk about it, especially during awards season for red carpet wear. "I would say the most vocal have been Jessica Alba, Gwyneth Paltrow, Oprah Winfrey {who launched Spanx into stardom when she picked it as a "favorite thing" in 2000} and the Kardashians. Kim always says in interviews the one thing she can't live without is Spanx."

And what does Blakely think of Kim wearing her product?

"She's a beautiful curvy woman which just shows we make our products for women of all shapes and sizes. I always say models get airbrushed and we get Spanx."

In one corner of the new store sits a fortune teller machine. Each customer will be urged to take a fortune. (Mine said: "Embrace your shape and your potential!") Inside the machine is a small mirrorball trophy. Maybe Blakely is ready for Dancing With the Stars?

Her smile dims a little at the thought. "That would be incredibly embarrassing," she says. Then she brightens, "But if I did it, I would definitely be in Spanx. I woud not be jiggling!"

So in addition to two more stores opening in the next few weeks, what's next for Blakely?

"World butt domination!" she laughs, adding, "No butt left behind!" Appropriate phrase given her proximity to Washington.