All hail the fabulous sex stores. The clean and well-lit, the perfectly-presented, the gloriously stocked and professionally-staffed paragons of the adult industry; your cause is noble and your hearts are pure. You allow us to step inside without fear or shame, you present us with goodies from charming displays, you give us knowledgeable and friendly staff and you don’t freak us out. We salute you.
Everybody knows what a sweet jam bachelorette parties are, especially when the lass getting hitched is your oldest friend. And everybody knows that you need to end up in a sex store at some point, because wedding gifts are important. So what could be better than cute sex toys that will make the happy couple think of you every time they get intimate?
Nothing, of course. Because I am that creepy friend. Turned out I loved my visit to The Bedroom so much, I had to do an interview with co-owner Tamarin. They're just that good, and I'll tell you why.
The store aesthetic is all Moulin Rouge and backstage dressing-room, replete with deep red walls and feather boas everywhere.The bride-to-be and I got overexcited upon walking in and finding a collapsible pole in the corner, but it just got better from there. We swooned over racks of sensual accessories, from Bijoux Indiscrets body jewellery and nipple-tassels to orgasm-enhancing balms and a truly dizzying array of lubricants, perfume blends and edible body paint. We flounced from room to room, reading each other blurbs from the erotica in the book display, swiping tickly feather devices over our faces, and taking turns getting spanked with floggers and paddles. A right handful, the both of us.
Through all this, the sales assistant remained incredibly patient, making herself available without intruding on our gleeful exploration. Eventually, the future bride asked if she could have some recommendations for what toy to get, and we were taken through a guided tour of which items would good for her. There were numerous products on display or in drawers that could be switched on and tested, and she left very happy with her purchase (which was greatly approved of by the fiancé, just by the by). Each of our goodies were perfectly concealed in discreet paper bags held closed with red ribbon, a sort of minimalist-luxe nod to the overall aesthetic.
Interested? Read the backstory of the franchise below.
What made you get involved in the sex toy/adult industry?
My mum has always loved The Bedroom. My dad had cancer and both him and my mum wanted to maintain their intimacy throughout his illness and with chemo and treatment that was very difficult so my mum popped into The Bedroom Umhlanga and chatted to the staff. The products, as well as the empathy, really helped. After he passed, she continued to shop and developed a beautiful relationship with the staff and was always a big fan. Fast-forward a few years and she decided to buy the shop. I was a single mum with a tiny little girl and really believed in my mum’s passion, so I decided to partner with her when we were offered the franchise.
What makes your shop special?
Everything! From the staff to the environment, the products and the experience itself. The Bedroom is aimed at women, by women, so we aim to create a safe, discreet and comfortable environment where women can explore their sensuality.
Do you get more male or female customers, or is it an even distribution?
We have found that the feminine and sensual aspect appeals to both men and women. Although our focus is on women, we get nearly as many men who love spoiling their partners and themselves.
Can you describe the types of products you stock?
We stock gorgeous imported lingerie as well as our own range of proudly South African sleep wear. We also stock high quality adult playthings, lubricants and the very best aphrodisiacs on the market.
I noticed you seem to have chosen to emphasise the more luxury items. What makes you select the products you stock? Is there a thought process behind every choice?
Yes, we provide the best of the best -- not just in South Africa, but globally. We choose our products on international standards and are constantly on the search for new products. We stock a mid range and a lower range but still like to keep only the best quality in store. The intimate nature of our products mean that we have to have completely trusted, body safe and hygienic products and that is an aspect we are not willing to sacrifice on.
Do customers feel comfortable enough to engage with staff? Why do you feel that is?
Hahaha – they most definitely do! Our space is extremely intimate and our staff are all phenomenal women. We discuss extremely personal issues and are all very knowledgeable in these areas. We attend South African Sexual Health Association meetings regularly, and engage with medical professionals on most of the issues that we come in to contact with. We also have an easy job most of the time, helping a couple or individual planning an amazing night is so much fun, and helping women discover their own sensuality is so rewarding. There is nothing better than seeing the change in a woman as she becomes more confident in her sensuality. We love it!
Is there anything you feel people come in specifically trying to find?
I would say a little bit of everything. Most people come in wanting to improve their sex life or add to it, and that is done differently for everyone.
What are some of the brands you carry?
All the fun ones. Swan, We-Vibe, Shunga, Lelo, Fun Factory and Je Joue off the top of my head.
Do you hope to expand in any way?
Well, we opened our The Bedroom Cape Town this year, and are officially a national brand with shops in Durban and Johannesburg as well. We would love to become more of a household name and more mainstream. South Africans have been relatively conservative in comparison to Europe, but we are most definitely becoming more confident with our sensuality. We are hoping to grow as our market grows. Pop in! Don’t feel shy. We would love to meet you.
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While I loved every minute in the store (hint: always go with a friend who you can gently but enthusiastically spank with a riding-crop, for maximum lolz), I did notice that the overwhelmingly fabulous aesthetic was not false advertising. The Bedroom is exclusively high-end, carrying only quality brands and, accordingly, steep prices. If you’re looking to splurge on some sensual accoutrements that will make you feel fancy just looking at them, this store is for you. If you’re on a budget, well … it’s definitely something to aspire to. And hey, who doesn’t like window-shopping?
Visit The Bedroom in person, via their website, or hit them up on Facebook or Twitter.
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