Whatever "IT" was, Jazz Baby Clara Bow had it, and when she decided to retire from films in the early '30s, Clara continued dishing "IT" out in a slightly different way. In 1937 Clara Bow and her husband, Rex Bell opened the "IT" Cafe in the Plaza Hotel at 1637 North Vine Street.

The "IT" Cafe was decorated in a deco-zodiac motif with an entrance adjacent to the Plaza. As part of the attraction, Clara promised to be on hand at least three nights a week. After a brief flurry of opening activity, however, the cafe lost its appeal with the celebrity crowd. Some say the same scandals that brought an end to Clara's career also doomed the "IT" Cafe to failure. Whatever the reason, the place closed in 1942.