What it’s like to own an adult toy company and why women are now so excited to talk about sexual pleasure

This story was first published on capsulenz.com

Capsule sits down with Adulttoymegastore founder Nicola Relph to talk about changing times, what it’s like to run an adult toy store and a very special honor.

When Nicola founded Relph Adult toy megastore In 2009, she had a very clear goal – to destigmatize sex toys and sexual well-being.

We’ll stand up and say job nearly done?

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The way we talk about sex has changed massively in a very short time. Thanks to iconic shows such as sex and the city, the zeitgeist has almost given women ‘permission’ to talk about their sexuality and what they like, dislike and are curious about.

Now it’s as normal to meet up with your girls over wine and discuss your latest Vibe purchase as to complain about your boyfriend and compare what you bought at this weekend’s Briscoes sale.

Satisfaction enough for Relph, the entrepreneur and businesswoman was honored with yet another accolade in the Business Enterprise category at the 2021 New Zealand Women of Influence Awards.

“It’s been a long process,” says Relph of destigmatizing chat around adult toys.

“People’s focus on sexual health has changed. Think about the last decade and how the conversation about mental health has grown – and now another piece of the puzzle, sexual health, is also being normalized. You need all of these parts to be happy.”

Nicola says publications and influencers have recognized that readers, listeners and followers want to talk about sexual wellbeing so they can get the right information and make the best decisions possible – like Capsule’s partnership with Adulttoymegastore, who saw a sex toy reviewed every month by a panel of different Kiwi women.

But, why Do we suddenly feel comfortable talking to our buddies about our toys?

“We think it’s driven by two things,” explains Relph. “Manufacturers have realized that they need to continuously work on the products they offer to make them mainstream, less phallic, better materials and better for the environment, and nicer packaging. It creates an experience and they are investment pieces for people.

“And then consumers got more savvy – they want nicer pieces that they can keep next to their bed and not hide – I want a charging box or a nice bondage piece because it’s part of my identity. The ‘drawer of shame’ is dead!”

Relph is also quick to pay tribute to the OG adult toy icon, the Satisfyer Pro 2, saying it deserves its status as a cult favorite and the best-selling toy in the last three years.

“When we first started promoting this in New Zealand we had no idea of ​​the implications. We knew it was happening all over the world and it was the same here. Within two or three months of posting it on the site, it was a phenomenal online discussion. Everyone was talking about it – and when you weren’t talking about it, you were listening to someone else talking about it! Now it’s like we’ve experienced the Satisfyer Pro 2 – what’s next?

“But it’s been like this for years – think what 50 shades of gray has done. I mean whether you think it’s a good movie franchise is irrelevant! But it did help spark conversations.”

Being recognized for her work in making these conversations happen means a lot to Wellington-born and raised Relph, who founded Adulttoymegastore after gaining experience in both the marketing and financial services industries.

“It’s a true honor to be in the company of such amazing Kiwi women,” she says of the other 60 nominees for the Women of Influence Awards.

“The coolest thing for me is that it normalizes and destigmatizes sex toys and sexual pleasure because we’re alongside other great and respected New Zealand companies,” she nods.

“The fact that New Zealand is becoming more sex-positive and liberal, and the fact that we can have these conversations on a business level, is just great.”

The nod feels a little like vindication, she says, especially when you think of an adult store’s journey from a seedy corner shop with hidden products and unwanted vibes (literally).

“And it’s also about being recognized that we do something much bigger than just selling sex toys – we provide entertainment and education on the site, whether that’s giving people access or one of our educational YouTube.” -Watch videos. hear one of our products, read our stories – these are all part of our story and I am really proud of that.”