The waitress peers at his necklace. It's a thick gold chain with "FLYNT" spelled out in diamonds. "Is that your name?" she asks. "Or are you just a big fan of Larry Flynt?''

Dustin Flynt dismisses her with a smile, a wave of the hand. "I just like the name."

The 28-year-old Florence resident, and heir apparent to the Hustler throne, hasn't always been so breezy about his family moniker.

Dustin is the son of Jimmy Flynt, who operates the downtown Hustler store. He's also the nephew of Larry Flynt, who launched Hustler magazine in 1974, spent years fighting obscenity charges in Cincinnati and recently entered the recall race to be California's next governor. Together, their dynasty includes 20 publications, retail stores, an Internet component, a video division and clubs.

Dustin Flynt

Dustin Flynt has bright blue eyes and an engaging smile. He's more charm than brash. He's well-spoken and polite. He opens doors and pulls chairs out for women.

"I'm a gentleman. My mother raised me right," he says. "I don't treat women like my uncle treats them - like meat."

Growing up in Eastern Kentucky, Dustin struggled with his name, feeling exiled. Other kids weren't permitted to hang out with him. Girls weren't allowed to date him.

"Other people were offended by my family. They would belittle me for who I was," Dustin says. "They would either love me or hate me, all based on my name."

But his father and mother, Bernice, offered unconditional love. Also inspirational was Uncle Larry.

"I learned something from him that is very unique," Dustin says. "And that's how to carry yourself and use what you have to your advantage. I use those experiences and tactics in my job today."

After years doing odd jobs in other states, Dustin decided to return to his roots - and the family business.

He's now vice president of retail operations for the region's Hustler stores, overseeing about 100 employees. But while his business involves pornography, Dustin is just like other young, thriving entrepreneurs: He's committed. He's diligent. And he vows to make Hustler a household name.

"It's not about the pornography, but for what Hustler stands for," he says. "It's about free speech. Anti-censorship. Leave us alone."

Says Uncle Larry: "I believe people rise to the level they're supposed to be. Dustin needed polish, but he's been able to grow and become more mature. I'm very proud of him."

There are perks to being part of the Hustler industry, Dustin says. The parties. The beautiful women. He even had a Sex and the City cameo on HBO. In episode 43, shot at the Hollywood Hustler store, Dustin walks through a party, pushing a suggestively shaped cake.

Otherwise, life is surprisingly calm for someone paving the way for the next generation of Hustler. In the evenings, Dustin hangs out with friends. Bottled water with lime is his drink of choice. And his 24-hour-a-day business is a priority.

"When I walk down the street, I don't want people to say, 'There goes a Flynt,'" Dustin says. "I want them to say, 'There's a guy who took advantage of every opportunity that came his way and gave it 100 percent.'"

E-mail mdowns@enquirer.com