“If you do what you love, you’ll never work a day in your life.” That saying definitely holds true in the pleasure industry, where many executives build careers that exceed a quarter century. From the pioneers who established the adult industry, to the sex shop proprietors who filled their shelves with a steadily expanding range of goods, to the creative innovators who developed higher-quality products and brands to meet that growing demand, these veterans have stood the test of time.
Along the way, they have seen the industry undergo many phases, ups and downs. In recent decades, the pleasure sector has gone from being an afterthought to becoming the focus of adult retail, especially once the internet made porn DVDs obsolete. As the internet continues to shape adult retail, with ecommerce fueling competition and social media driving toy sales, they have adapted and survived.
In recent decades, the pleasure sector has gone from being an afterthought to becoming the focus of adult retail.
Now nearing his 50th year in the pleasure biz, Nasstoys President Elliot Schwartz recalls his early years with the company, when the industry was still “like the Wild West.”
“When I started in 1975, there was no GPS, cell phones or computers,” he says. “Everybody was very secretive. It was really taboo. I was 28 years old, with a wife and two young kids. There was a stigma on it, so I never told anybody what I did. I always said I sold ladies’ lingerie. The biggest change? It became corporate America. It’s so mainstream now that you can go to Walmart and buy a vibrator. Looking back, it went so fast.”
North Hollywood, California-based manufacturer Doc Johnson was established in 1976 when Ron Braverman purchased a small company that sold adult toys along with gag novelties and rubber fishing items.
“Now, this was back more than 50 years ago; the world was different,” he said. “In the U.S., there was no pleasure industry! I got inspired when I traveled Europe and saw how different and shameless the pleasure product industry was over there. I was so inspired and knew that there was massive opportunity at home, the ability to introduce Americans to real sex toys.”
Back before brand reps could Google store locations, Schwartz remembers, he had to drive for days at a time, hoping to find adult retailers to whom the company could sell its products. He credits, as industry’s pioneers, people like the late Rueben Sturman and Larry Flynt, as well as fellow vets still in the business, like Susan Colvin, Frank Koretsky and Ed Braunstein — colleagues who he says became more than that.
“Many customers have become friends over the years,” Schwartz notes. “I go to their kids’ weddings.”
That turns out to be a consistent theme among longtime industry stalwarts: The tightknit relationships within the pleasure biz run deep. When they’re not doing business together or supporting each other during significant life events, they’re helping each other evolve professionally, being there for one another on their path to growth.
How It All Started
For some, it is a personal passion for sexual wellness that led them into the pleasure biz. Others followed in a family member’s footsteps, or simply spotted a professional opportunity or a fun job. Many call their career a happy accident. No matter where their career journeys began, however, pleasure industry vets tend to cite a little help from their friends and mentors as having provided a key boost right when they needed it. The community of execs is therefore a tapestry of intertwining pasts.
National Distribution Sales Manager Joe Walla reflects on leaving his job as a warehouse manager at May Department Stores in 1984 to join adult video VHS duplication and distribution veterans Eric Gutterman and Sandy Sarnblatt at Video Exclusives. After eight years there, he joined distributor New Beginnings, which launched the careers of fellow industry vets Lee Negri, now president of National Distribution, and Kerin DeFrancis, Doc Johnson’s director of sales.
“Novelties became big business, and we were one of the few distributors at the time,” Walla says. “We saw items flourish from companies like Nasstoys, Doc Johnson, CalExotics, Topco, Wet, ForPlay and Ben Wa. Over 17 years, we grew into a 55,000-square-foot building with just a handful of salesmen. Those were the good old days.”
DeFrancis was fresh out of high school, and looking for a job while going to college part-time, when she stumbled upon an ad in the classifieds seeking part-time clerical help.
“I knew I didn’t want to work in a ‘normal’ or corporate environment,” she says. “New Beginnings was a full-line adult distributor. They carried adult novelties, VHS, paperback books, periodicals, lubricants and all sorts of other goodies. Once I was there, I met my kind of people and never looked back.”
In 1988, at the age of 18, Negri was introduced to the pleasure industry through a neighbor who worked at New Beginnings, which was owned by the late Lenny Friedlander.
“At the time, I was balancing two part-time jobs while attending community college,” he says. “I initially viewed the opportunity as a temporary summer position. However, what began as a short-term role quickly evolved into an immersive learning experience that shaped my career.
“New Beginnings became my educational foundation, providing hands-on training in customer service, vendor relations and warehouse operations — skills that would serve as the cornerstone of my future success,” he adds. “Over the course of 22 years, I had the privilege of working alongside talented and influential individuals who profoundly impacted my professional journey. Looking back, the real-world knowledge and leadership experience I gained were instrumental in building my career, and I remain deeply grateful for those formative years.”
When New Beginnings wound down its operations, Negri joined what was then Scott Taylor’s new business, National Distribution, and they tapped Walla to join them.
“A few months later, we picked up adult distributor Universal from Al Robles, and we’ve been growing ever since,” Negri says. “Fourteen years later, we’re still going strong — what was supposed to be a temporary stop has turned into a 40-year career!”
Like Walla, Taylor also entered the adult biz in 1984, selling adult VHS over the phone. As a long-haired drummer looking for a break in the ’80s metal scene, it was a desirable job because it meant he didn’t have to cut or tame his locks.
“I started my first business out of my house, selling movies to stores,” Taylor says. “This became National Distribution, which thrives to this day. Probably 10 years after that, I started New Sensations because the one-stop distributors were trading movies they made to lower costs. I didn’t have a lot of money, but I had enough. I learned on the job to shoot and edit. I then opened Digital Playground to address the CD-ROM interest and sold it years later to start Digital Sin. Once the high-speed internet came, I started NS Novelties to stay relevant. Then, some years later, I bought Fantasy Lingerie — because I guess I am crazy! So I’ve had lots of different focuses.”
Another former rock musician, Steve Volponi, previously a Devil’s Film vice president and owner of GoodFellas Productions, was also drawn to the industry because of its noncorporate nature.
“In 1991, I was touring with a band, and we had great management — the same guy who managed Jane’s Addiction, Tool and Men at Work,” he says. “We would go on a three-week tour, return home, then leave again in two weeks. We had a buddy who was the manager at Le Sex Shoppe, which is now Romantix, in Sherman Oaks, California. He called me one night in a panic because he had done a double shift, and the third-shift guy called in sick. He begged me to do the overnight. I worked there on the side in between touring with the band. The midnight-to-7 a.m. shift brought in some interesting characters, to say the least. That’s where I learned the name of just about every porn star in existence.”
Christopher Post, vice president of Hott Products, was also in the music world. His hair band, the southern rock-infused group Dillinger, even had a video that played on MTV — until the early-’90s trend of grunge rock pushed bands like his aside.
“Then I had to get a real job,” he says. “I found work as a condom salesman when Magic Johnson contracted AIDS. From there, one thing led to the next. I started getting very familiar with the adult industry and built up a huge customer base selling condoms to all the stores. Eventually, I went to work for Pipedream. That started the ball rolling for my career in the industry. The rest is history.”
Xgen Products CEO Andy Green also entered the industry in the era when adult films dominated adult retail.
“When I took a job for a video company while still in college, I had no idea what my career would turn into almost 30 years later,” he said. “In 1996, I started in the warehouse packing boxes of VHS and Beta tapes to stores. I just loved how the warehouse felt with the action, and you could see very easily what you had accomplished in a day. Although now it is a different set of products, I still like being in the warehouse more than my office. To me, it is the heartbeat of the company. You get to see all the hard work pay off after months of product and package design, sampling, and manufacturing.”
Counted among the early pleasure industry pioneers, Susan Colvin began as the general manager for distribution companies California Publishers Liquidating Corporation (CPLC) and Video Team in the mid-1980s. By 1994, they had disbanded, and Colvin transformed CPLC’s Swedish Erotica division of toys into California Exotic Novelties.
“My first thought was that I needed to make a living and do something that was fulfilling,” she says. “But with the pleasure product industry, it was more than that. I saw a real gap in the market when it came to women and couples, and I wanted to change that. Back in the early ’90s, most products were made of simple materials, mainly hard plastic. They also had loud, unruly motors and boasted very few selling features. The toys were made in muted and limited colors like ivory or black, and the packaging was very basic. I saw an opportunity to change that. I wanted to create something that more people could feel comfortable buying and that promoted pleasure, exploration and fun.”
Industry vet Ed Hayes says he “fell into the business” in 1978, after working in an accounting firm. He served as the general manager for adult distributor ADI before joining Sportsheets, where today he oversees operations and works closely with the logistics, HR and finance teams.
Julie Stewart, who married Hayes in 2003, joined Sportsheets in 1995. She became CEO in 2020, when her brother Tom Stewart, the company’s founder, stepped down after 27 years.
“I never imagined I’d still be there three decades later,” she says. “I’m so grateful for all the experiences and friendships over the years. I didn’t know much about business when I was 23 and joined Tom at Sportsheets. I got an Executive MBA from Pepperdine in 1999, which helped with the financial side, but learning on my feet and adapting has kept me here, I think. When we started, there was no internet. Imagine that! Business always stays interesting and challenging, and that’s what I love about it. It’s adapt and learn, or perish.”
The home party business, dating back to the early 1980s, also opened doors for many of today’s execs. Dr. Melinda Meyers, CEO and president of Good Relations, Inc., began selling sex toys via home parties during that era as a way to have a flexible work schedule while attending college. She received her bachelor’s degree in psychology when she opened her first store in 1995 on a shoestring budget.
“I wasn’t initially thinking about it in the long term, but the business was profitable, and I enjoyed it,” she reminisces. “Good Relations has gone from being a fun side gig to my main focus. Until recently, I also maintained a private practice as a psychologist and a full teaching schedule at Cal Poly Humboldt, but since moving into our new storefront, it has been wonderful to have just one professional endeavor.”
Friends encouraged Jennifer Jolicoeur to host home parties, which she began doing for another company before launching her own, Athena’s Home Novelties, in 1998.
“My family was so concerned that I was leaving my stable job to sell sex toys,” she laughs. “Luckily, my grandfather believed in me and let me borrow the seed money.”
Global Novelties founder and CEO Autumn O’Bryan was initially drawn to the pleasure industry when a home party rep told her about earning, in one evening, as much as she was then making in a week or two at her full-time job.
“Intrigued, I started by purchasing a kit and hosting my own parties,” O’Bryan recalls. “Fast-forward 30 years! I never envisioned this as a career, yet it has become one. I’ve worked across every segment, from home parties to ecommerce, marketplace sales, manufacturing and even building my own brands.”
Kathi Pepper, account manager for Blush, had a background in psychology before she ventured into home parties in 1996.
“Home parties were very successful because, at that time, adult stores were focused on the male clientele,” she explains. “The windows were blacked out and the environment didn’t really welcome women. Packaging and advertising were geared to a male target market. Quite simply, women did not feel comfortable or safe walking into many stores at that time. Home parties, mostly catering to women, became the solution for making purchases to spice up their bedrooms. They no longer had to go into a store; the store delivered to them.
“The home party became the ultimate ‘girls’ night out,’” Pepper says. “Whether it was a bachelorette party, birthday, work party or divorce party, it was a way to get your friends together and have a good time. Plus, the guests went home with a bag full of sex toys, so their partners didn’t mind watching the kids for the night! Then our industry began to evolve. Stores became brighter, the staff became educated, the landscapes included flowers, and women became less timid about shopping in an adult store.”
Blush Account Executive Nancy Cosimini remembers the heyday of home parties as a time when people were thrilled to find a comfortable environment where they could learn and discover products that made a difference in their well-being.
“Speaking one-on-one to people back then, learning how so many were struggling or lacking when it came to pleasure and their bodies, sparked my passion for what we do,” Cosimini says. “That passion has only grown stronger through the years, and makes me incredibly proud of what we all do.”
Donna Jacobs, a “loveologist” and ACS-certified sex educator, encountered that same need when she launched her pleasure parties company, Isles of Paradise, in 1999.
“I was inspired by the joy and excitement in my clients’ faces when they would leave my parties,” she says. “One of my favorite memories is of a client who called me the next day to tell me how much she loved her new purchase and how it had boosted her confidence.”
Shellee Rose, of Honolulu-based retailer Sensually Yours, who also started out in home parties, is among the many seasoned pleasure biz pros who credit influential mentors. In her case, it was the late Moe Levy, who founded Holiday Products, pioneered home parties and trained legions of “love consultants” in the ’80s. Levy and his wife, Judy, introduced Rose to the industry in 1983.
“At first, I was just selling products at home parties to promote sexual wellness and help break the taboo in Hawaii,” she says. “Then I realized I truly wanted to help people, and it became all about the customers and providing them with what they wanted. The direction of the business was driven by my customers’ desires, and they ultimately guided my growth and what I carried in the store. I truly owe my business to them and all the employees through 40 years who have dedicated a significant part of their lives to serving them.”
Holiday Products President Ken Sahn says he joined the industry accidentally. In 1990, he took over running the operations of Nalpac when the previous owner was busted by the federal government for selling smoking paraphernalia.
“I was tasked with rebuilding a thriving business that had lost half its inventory and more than half its sales,” he says. “He was dabbling with a few lotions, vibrators and novelties. I was fortunate to have an employee who knew this space, so we bought more and more of these kinds of products, which kept selling better than anything else we had. The timing was perfect as lingerie stores were beginning to dabble in this area, and the AIDS crisis was driving more and more people into different modes of pleasure-seeking. We just rode the wave.”
Jane Kubiski, a sales exec at Nalpac, joined the company when it strictly sold tobacco accessories.
“We started to get into adult products because the customers were asking for them,” she recalls. “There weren’t as many boutique stores back then. The risqué stores were tobacco stores or booth-type bookstores.”
Joe Prestia has seen the adult retail world shift and grow since he began as a retail store clerk in 1982. He was also working in construction, pounding nails by day and then working the third shift for adult retailer Zebulon Enterprises, all to buy a house. By 1986, he was made store manager.
“I was very quickly given more and more responsibility,” he says. “I started traveling to Ohio, Florida, Oregon and beyond as they purchased or opened new stores.”
BodiSpa CEO Alain Elmaleh’s journey also dates back to the ’80s, when he took a chance working as an adult video salesman for his friend’s business, selling to retailers in eastern Canada.
“I saw that not only was I very good at selling, but the timing was ripe, and the margins were incredible,” he says. “I rapidly invested in acquiring my own distribution rights, then went into retail, then owned the real estate where my stores operated, and ultimately started our pleasure production line and manufactured every item.”
When Reynaldo Cedeño of Noveltoys Import started out in the business, there was only one adult store in his native country, Venezuela.
“I was 20 when the pleasure industry was starting to trend in South America,” he says. “I bought a small empty store in a mall, even though I didn’t have any idea about what business I was going to do. At first, I thought about clothes, but shortly after, a friend of mine approached me with the idea of opening an adult store. I had to travel to the U.S. to look for products, and that’s when I contacted Nasstoys, which was the first manufacturer I bought from.”
Lacking commercial options for small businesses, Cedeño would transport the products by plane, as regular luggage. The colorful products made his small store stand out, which helped inspire others in different cities.
“After less than a year, a wholesaler from Colombia started to visit the store and bought all inventory,” Cedeño says. “This happened repeatedly for the next few months, making me decide to move to wholesale and distribution. Soon after, stores were opening all around the country and were contacting us to be their supplier. Due to the demand, we started making contact one by one with all the manufacturers in the U.S. It wasn’t an easy task since there was no internet. The only way was through the Yellow Pages, and many companies weren’t even there, so we had to travel and research for each one. Today, we carry over 5,000 different items from 30 manufacturers and serve most Latin American countries.”
When Amsterdam-based Max Groen, an after-sales specialist for Mister B, started with the fetish retailer and wholesaler 25 years ago, he was inspired by a personal passion.
“I have always been interested in BDSM in my private life, went to parties and such and therefore had experience using BDSM toys,” Groen says. “This interest has never gone away, and I find it fantastic to pass on my experience to our customers. I also find hearing from our customers about their experiences very educational. It is a two-way street. The work never bores and always pleasantly surprises me. I always learn something new.”
Changing Trends
Innovation has long been a driving force in human history, and it has kept the pleasure biz thriving for almost 50 years, from passing fads to revolutionary products that change the industry. Industry veterans have therefore witnessed significant changes over the years.
“We at Doc Johnson invented the process of molding real erect penises for exact-replica dildos decades ago, but that was just the tip of the iceberg,” Braverman said. “Materials have gotten more soft, more hygienic, and overall, better. We brought technology from all over the world to our products, most successfully with The Original Pocket Rocket, which incorporated a Japanese motor into this small but mighty toy.”
Geoff Aran, director of operations at Wicked Sensual Care, paints a concise picture of the early years.
“When I started, it took a lot of work to sell adult products in a lot of places,” he recalls. “Many states didn’t allow phallic-shaped items in stores. It was difficult to get business bank accounts, and trucking companies would refuse to ship our items.”
In those early days, the range of products was also very narrow.
“The bestselling items at the time were basic slimline vibes, usually purple and pink, and they came packaged in what we called a coffin box,” Aran says. “This transparent plastic coffin-shaped container, which almost always broke during shipping.”
While this type of packaging has not entirely disappeared, it is no longer widely used, having been supplanted by sturdier designs. Likewise, those basic vibes turned out to be only the beginning.
“I remember when Doc Johnson first released realistics,” Aran comments. “This was a notable change in the industry. These were noticeably different from most items on the market and had a higher price point. Other companies soon followed, and as laws slowly changed, these items were more widely accepted.”
Products sold in the 1980s and even the early ’90s were not always body-safe.
“In the beginning, it was a lot of latex,” says Athena’s Jolicoeur.
Along with latex, early sex toys were manufactured using materials containing plasticizers commonly known as phthalates, which were meant to make plastics more flexible, durable and also transparent. Today, pleasure product packaging proudly declares its contents phthalate-free, as these plasticizers were eventually found to be linked to serious health issues.
According to Good Relations’ Meyers, quality has improved in terms of both function and safety.
“Gone are the days where pool-toy-smelling products were encased in packaging designed to appeal to goddess knows who, with fake boobs and weapon-sounding names in giant lettering all over the boxes,” she says. “Retailers and consumers are more savvy about what goes into products, and the manufacturers have updated and innovated to meet that demand.”
Nalpac’s Kubiski also remembers those early products.
“Some materials were called ‘jelly,’” she recalls. “Some said ‘food grade.’ Others listed no materials and smelled like a skunk.”
In addition to changes in materials thanks to a better understanding of what is and is not body-safe, Kubiski has also marked notable progress in other areas.
“App technology is so amazing and is being improved upon constantly,” she says. “Who would have thought, back in the day, that we’d go from selling a seven-inch hard, straight, plastic vibrator with a twist vibration cap to sex toys you can use with another person on the other side of the world?”
Of the many innovations over the years, one of the most iconic and influential was undoubtedly the advent of rabbit-style vibrators. Originally imported from Japan, where they were a means of getting around that country’s obscenity laws, these cute, animal-inspired products hit the U.S. market and took off.
“The introduction of the rabbit vibe took the industry by storm,” says Aran. “This item was consistently selling out for years, and to this day, you can still see its influence on a majority of products in this industry. Every vibe that has a shaft and a separate clitoral stimulator has evolved from the original rabbit vibe.”
HBO’s “Sex and the City,” which began airing in 1998, made a splash with a memorable episode in which one of the lead characters, Charlotte, becomes obsessed with her rabbit vibe. The popular show’s open attitude toward sex heralded a cultural shift.
Michael Trigg, who founded the Wet brand of lubricants in 1989, recalls how the show normalized open discussions around women’s sexuality.
“It wasn’t just entertainment; it was a movement that empowered women to embrace their desires and talk openly about sex, something previously considered taboo,” he says. “For the adult industry, this was monumental. It meant that women, who had often felt stigmatized, were now more comfortable visiting adult shops, exploring products and making decisions about their sexual wellness. It shifted the narrative from shame to empowerment, driving growth in the market as products related to sexual health and pleasure became more mainstream and widely accepted. This visibility directly contributed to expanding our customer base and creating a more inclusive and open marketplace.”
Rechargeable products were another exciting, cutting-edge development that changed the industry, displacing battery-operated products thanks in part to increasing environmental awareness.
“Rechargeable toys are one of my favorite improvements,” Jolicoeur says. “No more cords or millions of dead batteries in landfills!”
For Melissa Barker of Fairvilla, improvements in technology have translated into tangible brand improvements.
“The quality in craftsmanship and ingredients has been the best thing to see,” she says. “We have come so far.”
Of course, innovation and technology have also greatly impacted video. Mark Franks of Castle Megastore has witnessed that transformative evolution over decades.
“In the ’80s, we used 3/4-inch SP for video production,” he says. “That quickly changed to less expensive formats with improved quality. Technology has moved us from VHS to DVD to streaming. The internet has been the biggest game changer. It has created great opportunities and killed what were once the top successes. It has affected and changed everything.”
DeFrancis of Doc Johnson also highlights how drastically video has changed over the years.
“When I started, we were selling VHS,” she recalls. “It was generating a lot of money. New-release VHS, depending on the company, would wholesale from $15 all the way to $80-90 per video. And it flew off the shelves. When DVD started coming in, it was a bit slow. I think customers were hesitant to say goodbye to their video collections, whether it was adult or mainstream. New Beginnings carried both, supporting the new technology but still wanting to make sure customers could get their VHS as well.
“Then the internet came, and there went all of those profits,” she adds. “Content is pretty much free now, and of course, OnlyFans is doing its thing. It’s great to see talent controlling their content and doing what they feel comfortable doing. It’s yet another huge change in a relatively short amount of time.”
As video formats and pleasure products were being reimagined and reinvented, adult stores found themselves pivoting to accommodate a new generation of consumers.
“A lot of companies transitioned from films to novelty,” comments Volponi. “A lot of the old-style XXX bookstores went for a more ‘boutique’-like vibe, becoming safer, more couples- and women-friendly places.”
Changing societal attitudes regarding sex, sexual health and wellness have also come with new challenges, however.
“The industry has become much more mainstream, which has certainly expanded its customer base,” notes Aran. “But this also means resellers now have to compete with mass retailers that carry the same items.”
Sportsheets’ Stewart appreciates the expanded horizons of today’s industry, but says her inner rebel is still sometimes nostalgic for the renegade feeling of doing business in the 1990s.
“Many of our retail founders faced city opposition, community restrictions, social stigma and legal issues,” she says. “I’m glad that has improved somewhat, but there was a grit and tenacity and feistiness to the folks who made sex toys available to people, that I really enjoyed.”
Stewart notes that, in addition to the mainstreaming of pleasure products, developing technology and cultural shifts in media, advertising, gender and sexuality, another major change that stands out for her is how little manufacturing is done in the U.S. nowadays.
“We used to work with mills in North Carolina, foundries and tanneries in California and local material combiners,” she says. “Globalization of materials, in general, has had a huge impact on us. One of the only things that has not changed is the relationship element of our industry, the care we all have for one another.”
Hangin’ Tough
Stewart’s observation may help explain why the job-hopping that has become increasingly prevalent in the mainstream workforce seems much less common in the pleasure sector. Veterans agree that the people around them — whether employees, co-workers or clients — make work enjoyable and have contributed to their longevity in the industry.
“I have friends in this business for over 35 years, people I rely on and can depend on,” says Aran. “But after that, I would attribute it to doing my job well! When you are good at your job and love what you do, there will always be a demand.”
Another industry veteran, Kheper Games founder and CEO Brian Pellham, attributes longevity among his team members to a shared commitment to the brand.
“Everyone who has stuck with us long-term, which currently is all of our employees, has been critical to our success,” he says. “There’s very little competitiveness in our bubble, and we all have the united goal of making a profit and making a difference.”
National Distribution’s Joe Walla sums it up this way: “Staying in place and growing over time builds credibility.”
“The industry has changed a lot since the ’80s,” he adds. “Back then, it was loose, and people made a lot of money. Today, everyone’s a vendor making their own products, and there’s a race to the bottom in pricing. It’s not what it used to be — but loyalty remains key to success. I’ve been loyal to the people who’ve given me the chance to find my way. It’s not always about money; it’s about people who believe in you and let you grow, even by making mistakes.”
For other veterans, knowing where their strengths lie has proved key to their longevity.
XR Brands CEO Ari Suss shares, “I managed to stick around for 25 years by focusing on the fun elements of work and outsourcing the rest. Some entrepreneurs enjoy creating something, selling it, rinse and repeat. I enjoy the process of management along with creating a vision and helping it come to fruition. I enjoy bringing talented people together to help us achieve our goals. If every day can be an adventure filled with challenges, rewards and fun, why would I want to stop?”
Fresca Black, a 27-year vet, attributes her longevity to being fluid along with industry trends.
“You have to be adaptable to changes and move with them,” she said. “Having Lynn Swanson as my first boss really taught me I could be a strong feminine force in this male-dominated industry.”
DeFrancis says being a fan of the products she sells has been a contributing factor to her lengthy career at Doc Johnson.
“I like the fact that even though I’ve watched our products become more and more mainstream, we still skate on the outside of the corporate world and celebrate what makes us all unique,” she offers. “I’ve been able to stay true to who I am, and I’m honestly so grateful for that.”
Dustin Flynt, president of adult retailer Dusty’s, followed his family’s legacy into the biz and continues to revel in promoting pleasure and sexual freedom.
“As I approach my 28th year in the business, l think the thing that keeps me going is the satisfaction of watching customers get comfortable with how they express themselves in their sexuality,” he says. “When someone comes in shy, nervous and embarrassed — then leaves smiling, with a whole new perspective on who they are? That’s what has kept me doing what I do.”
Memorable Milestones
While simply adapting to change and remaining in the biz decade after decade is something to celebrate, many pleasure industry execs also have particular moments and achievements that stand out as they reflect upon their careers.
For Taylor, those include helming National Distribution as it transitioned from adult films to novelties, taking adult studio New Sensations from VHS to DVD to online, entering the lingerie market as CEO of Fantasy Lingerie and launching NS Novelties, which continues to grow today.
Negri sees transitioning National Video Supply into a full-service one-stop distributor as a defining career moment.
“Leading the rebranding of National Video to National Distribution and being appointed president was a culmination of years of hard work and dedication to this industry,” he says. “Launching one of the first B2B websites for distributors was another critical milestone that gave our team a competitive edge in the market and streamlined operations in a way that transformed how we engaged with our customers.”
As Shunga marks its 25th anniversary this year, founder Manon Valle reflects on the overall achievement of building her business, taking it from a startup that fit in her 200-square-foot apartment to a company that now occupies a 70,000-square-foot facility. However, she also treasures a more personal benchmark.
“My daughter, Kim Chanel, stepping into the business is also a milestone,” she says. “Seeing her learn the ropes, grow and flourish is so rewarding.”
With 34 years in the biz, Sahn considers his move to Holiday Products after 19 years with Nalpac to have been his most significant — and scary — milestone.
“Working with and for Moe Levy was a highlight of my career,” he says. “His passing in January still rocks me to the core. However, his legacy and our mutually shared vision of a family business live on through his son Loren and the rest of our incredible team.”
In addition to the roles he’s played in the growth of the various companies, Aran says he’s particularly proud of his involvement with the annual trade show ANME.
“After the initial founders’ show, which was just the five manufacturers, I took over the reins, ran ANME for its first nine years and grew it into what has become the industry standard of trade shows,” he says.
Having Sensually Yours voted “Best Place to Spice up your Sex Life” in Honolulu Magazine was a milestone for Shellee Rose. However, so is just remaining in business for 40 years.
“The fact that we are here, continuing to make a difference in our customers’ lives, is something we must remember to celebrate daily,” she says.
Also approaching 40 years in the industry, BodiSpa’s Elmaleh says he takes pride in the portfolio of properties he’s acquired to house his 19 retail stores.
“Another milestone is the incredibly beautiful line of Nobu products that my team has created these past five years,” he adds.
In Australia, Keith Boswell’s Be Daring chain of adult shops marks its 32nd birthday in December.
“Our business milestones are that we have opened five stores and expanded two of those — one of them twice,” he shares. “We opened in a warehouse location and commenced wholesaling two ranges. We also launched three current websites and are about to launch a fourth international site. Being able to employ a general manager to manage the day-to-day running of the business has also been a big step.”
In an industry where the respect of one’s peers is paramount, receiving accolades also makes for standout moments.
“I won a ton of awards for producing my GoodFellas Line at Devil’s Film, and even brought in some awards for Devil’s as well,” Volponi fondly recalls. “I think being able to be creative over those years was the most rewarding part.”
Jolicoeur and her family were invited to visit with the speaker of the Rhode Island House of Representatives, in recognition of her contribution to the state.
“My second-most-memorable milestone was when I was given the key to the city of Woonsocket in 2021,” she says. “At the beginning of my journey, city officials tried to shut me down, so receiving the key to the city two decades later was meaningful.”
More recently, overcoming the challenges of the COVID-19 pandemic served as a milestone for some industry vets.
“Not only staying open and lasting through the pandemic in the early 2020s, but continually growing the business and now this year, 2024, having opened our 10th location here in Dallas-Fort Worth,” says Mike Edwards of Condom Sense.
For Barbara Bauer, VP of product development for Magic Silk, joined the company in 1990 and has experienced several high points over her more than three decades there.
“Being a part of building a brand that is recognized and respected within the industry has been a significant achievement,” she says. “It’s fulfilling to see our commitment to quality and customer service acknowledged by consumers and peers. Also, witnessing the shift in societal attitudes toward sexuality and intimacy has been profound.”
Tamara Payton Bell, currently administrator of the Sexual Wellness Professionals Alliance, says she looks back proudly at founding and running the Home Pleasure Party Plan Association from 2007 until 2023.
“It has not officially gone away, but it has a different purpose today,” she says. “The other milestone is becoming a well-respected part of this industry. My voice has made a difference on so many levels and has shown me how special the people in this industry are, and the work that we do.”
As Björn Radcke, head of sales and marketing for Orion, fast approaches his 25th year in the pleasure industry, he expresses pride in the impact Orion products have made on customers.
“In addition, we have repeatedly managed to set standards in many areas, such as our trade fair appearances or the introduction of the first Advent calendar in our industry,” he adds.
Uberlube Brand Director Cheryl Sloane was originally an adult boutique owner, and continues to gain career satisfaction from promoting sexual wellness.
“Milestones are the ‘aha’ moments when you understand that you have made a difference in somebody’s life,” she says. “When a cancer survivor discovers that sex is still an option with a lube that actually feels good. When a doctor lets you know how much you have helped their patients. Every time somebody tells us that sex is fun again and no longer painful.”
Nalpac’s Kubiski continues to be motivated by positive client feedback.
“Every time customers tell me they’ve increased their sales and that their shoppers are excited about the new items they’ve picked up, it feels like a milestone,” she says. “Over the years, I have worked with retailers who thought they would close, but they were able to turn things around. Their success makes me so happy as I know they have family relying on it and Nalpac is with them each step of the way.”
What It All Comes Down To
Most professionals don’t want to leave once they become a part of the adult retail biz. Mentorship and guidance from those with seniority is part of what contributes to the longevity of so many industry players. So what advice do these veterans have for those aspiring to stick around as long as they have?
Williams Trading Company sales ambassador Paul Reutershan advises people to be true to their core values and be open to new opportunities.
“The employment landscape is ever evolving and it is imperative to understand new challenges as they arise,” he says.
Nasstoys’ Schwartz says that loyalty and passion is all it takes.
“You have to really love the industry and be loyal to it and your customers,” he says. “Teddy Rothstein gave me the opportunity to work alongside him, and I’ll always be loyal to him for that. My advice to newbies is to be loyal.”
Global Novelties’ O’Bryan also recommends establishing a good support system, seeking peer advice and networking for valuable guidance. She also advises professionals to stay on their toes.
“The industry changes over time, especially with the rise of technology and social media,” she points out. “Stay flexible and be willing to adapt to new trends and demands. Have fun and enjoy the ride — no pun intended!”
To that list, Magic Silk’s Bauer adds listening and being responsive to customers.
“Be open to change and willing to adapt based on market trends and customer feedback,” she says. “Also, this industry is a lot of fun, but it can also be demanding, so remember to prioritize your well-being. Find a balance between work and personal life to maintain your passion.”
Be Daring’s Boswell thinks acquiring some retail experience gives professionals in this industry an edge. He also recommends taking a business course and preparing a detailed business plan with a focus on the budget.
“Talk to people in the industry,” he adds. “This is a very friendly industry, and there will be plenty of good advice. If you are opening a shop: location, location, location. If you are going online, be prepared for the sheer amount of labor required, much of which you will have to pay for. My experience online is that everything costs five times what you budgeted and takes five times as long as you thought to complete. To be successful and to last, be prepared for hard work and long hours.”
Black recommends today’s pleasure industry execs be willing to adapt to changes.
“My advice to newbies is do not get married to a thing or an idea,” she said. “If something is a year old, it’s old in this industry. It grows and changes so fast. Stay liquid.”
Green urges industry execs to listen and not be afraid to ask questions.
“There is a lot of information out there to be absorbed; learn from it,” he said.”
For Cee Cee Peters, account manager for East Coast News, it all comes down to love.
“Actions that involve love, acceptance and dedication always go a long way,” she says. “Love what you do by maintaining integrity in words and actions. Don’t take anything personally; treat others personally.”
CalExotics’ Colvin ultimately returns to the most recurring theme among industry vets: that the relationships you build in the biz are the key to success.
“Whether it’s with retailers, distributors or even competitors, it pays to build and nurture strong connections,” she says. “I can’t tell you how many times a good relationship has opened doors or helped in tough situations. In addition, always stay passionate.
“There will be ups and downs, but if you love what you do and believe in the positive impact you are making, that passion will carry you through,” she affirms. “It’s what has kept me going for all these years.”
