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Familial Foundation

Written by Sara Carter. Posted in RETAIL EDGE

Screen Shot 2018-06-01 at 12.17.23 PMMother-daughter duo Janis and Amy Baldwin opened Pure Pleasure not just as an adult store, but as a community resource for sex education and positivity.

Studying human sexuality in college can make for some interesting field trips. One such field trip for former San Francisco State University student Amy Baldwin included a trip to an adult retail store.
At the same time, Baldwin’s mother, Janis, was looking for a business investment. She was aiming to do something that helped and empowered women. Knowing this, Amy had a eureka moment on her field trip.
“When I saw that sex shop, I called her right after and said this is what we should do,” Amy says. “We should open a sex-positive adult store that is very female centric. Of course, it caters to everyone, but it’s very welcoming for women. My mom liked the idea—at first she questioned whether or not it was suitable for her, but then we started to work on the concept and it took about two years. My idea, but our co-creation.”
On June 13, 2008, Pure Pleasure opened its doors in Santa Cruz. Since then, the store has flourished as a bastion of sex positivity and sex education through workshops, locally sponsored events and Amy’s “Shameless Sex” Podcast.
“All aspects of our operation support sex positivity,” says Janis. “From the moment a customer walks into our shop, they are in a bright, welcoming environment. We try to avoid product packaging that objectifies people as sex objects and stock a book selection that supports sexual health and well-being. Our in-store sex education offerings also support sex positivity.”
Amy realizes there are a lot of stores that follow the bottom-line model with employees viewed as caretakers and salespeople.
Screen Shot 2018-06-01 at 12.18.08 PM“(Employees) are just selling stuff and not really educating customers on it, and that’s fine,” Amy says. “I think it’s the more common model, but for our model, for people to feel safe for such an intimate thing, education is a really important component of having our staff educated as well as trained in how to speak to people in a way that’s not judgemental and open and accepting.”
It’s no surprise Janis and Amy have instilled acceptance at Pure Pleasure, since the mom-and-daughter duo do run an adult store together. Amy says she was raised to know talking about sex was never a shameful topic.
“My mom really normalized it and let me know I could go to her for anything,” Amy says. “While she’s my mom and there’s definitely a parent-child dynamic, because she became such a close ally of mine through that open communication, she also became a close friend. Because of that relationship, I could go to her and say ‘Let’s open a sex shop.’”
Janis echoes the key word “acceptance,” saying she and Amy have always had a relationship founded on it, as well as tolerance, open communication and unconditional love.
It’s precisely why the mother-daughter dynamic is the same in and out of work. In fact, if not for the fact Amy calls Janis “mom,” in the store, it might be hard to detect the familial bond.
Plus, as Amy’s podcast has taken off, Janis has assumed more of the day-to-day operations. Going on 10 years, Pure Pleasure has only thrived off the relationship between Janis and Amy, and it’s clear they take pride in their store.
“We’re not selling beer and cocktails,” says Amy. “We’re selling pleasure and education to people, so that is really rewarding. Growing up in Santa Cruz and being able to create something we thought was missing here—there were sex shops, but no one doing the workshops or other educational pieces—being the pioneers of bringing that here was very rewarding.”

For more information, visit purepleasureshop.com.

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Syrup and sex Retail in Stowe

Written by Kevin P. Posted in RETAIL EDGE

071B6132ECN had its third annual Fall Show in Stowe, Vermont,
blending manufacturers, retailers and buyers.

“I did not think they could top the last two years, but they did. Every year after the show, I see my sales increase and I form new, lasting relationships with vendors and reps.”
- James Roark-Gruender

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SEX ED

Written by Kevin P. Posted in RETAIL EDGE

re sexed1on the sale floor

Sex educator and retailer, Ducky DooLittle, examines how a quality adult store can double as the best sex ed classroom as well as various avenues for those interested in advancing their abilities as sex educators.

 

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Product News

Written by Kevin P. Posted in RETAIL EDGE

WEBSynergyEroticSynergy

Hungry Like The Wolf

Synergy Erotic has updated its packaging and has plans for new toys, but the man behind the company — Bob Wolf — knows not to rest on his three decades of laurels.

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Purposeful design with the

Written by Kevin P. Posted in RETAIL EDGE

sfe2 17-2 febfemale form in mind

Clandestine Device’s “Mimic” touts “retro innovation,” ditching technology for purposeful design.

It kind of looks like a stingray. Erect, if you look at it from the side, it looks like a dolphin backpedaling.

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deeply disappointing sex toy

Written by Kevin P. Posted in RETAIL EDGE

epiphoraThis is a “deeply disappointing sex toy”

She’s not mincing words with this toy review. Top adult toy blogger Epiphora isn’t liking the new Bi Stronic Fusion from Fun Factory: “Dropping $220 on this thing is not going to feel like a solid choice for most people on Earth.” And that’s just the start.

It sounds perfect on paper: a beautiful marrying of motion and vibration. A self-thrusting shaft and a vibrating clitoral stimulator all in one sex toy, from the company that brought us the truly innovative and actually life-altering Stronic Eins. I was optimistic, believe me.

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Beauty and Business

Written by Kevin P. Posted in RETAIL EDGE

re 12-16 beautyECN invites vendors and store owners to its Annual Fall Show in stunning Stowe, Vermont.

Over the course of a few days in mid-October, East Coast News and International Video Distributors (ECN|IVD) held their annual Fall Show at Stowe Mountain Lodge in scenic Stowe, Vermont. More than 60 of the industry’s top toy manufacturers and production studios gathered in one place to present their brands and exciting new products to over 200 retailers, store owners and buyers.

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Retailing in the next decade

Written by Kevin P. Posted in RETAIL EDGE

re oct2016 In part one of a two-part article about the future of adult retail, SE columnist Gary Krupkin offers the ways in which adult store clientele be evolving over the next five years.
Sometimes, we long for the “good old days.”  It’s not like we miss the Shakespearian drama and bristly bushes of ‘70s porn, but, at least back then, there was some anticipation of a captivating cinematic climax.

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The Social Media Primer, Part 2

Written by Kevin P. Posted in RETAIL EDGE

re april2016 Page 0A Quick-Start Guide

In part two of her new STOREROTICA column, social media marketing expert Kelly Shibari offers six specific steps to consider when preparing a social media campaign.

Most companies understand the value of social media, but are unsure of how to effectively leverage it as part of an overall marketing strategy.

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copyright: StorErotica Magazine Inc. 2016
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