discovering pleasure

Entrepreneurs transforming women’s sexual health

Words by Jenn Hemmingsen

Flossy founders Annie Vaea and Caroline Reis (Photo: Oliver Jax)

A growing number of local businesses are challenging stereotypes and reshaping the narrative surrounding an essential facet of human experience—female pleasure and sexual wellness. As society evolves, so does our understanding and acknowledgment of intimate well-being, and entrepreneurs in our area are at the forefront of this emerging trend.

From boutiques curating empowering products to online bookstores exploring the breadth and depth of romance and desire, these establishments are challenging societal norms with a commitment to inclusivity, education and a celebration of female sensuality. Here are a few worth checking out.

Flossy: Redefining the Pleasure Experience

Flossy is the brainchild of Bainbridge Island native Caroline Reis. Launched in 2020, after a “lackluster experience” in a Brisbane, Australia, adult shop, Caroline and her Australian business partner, Annie Vaea, embarked on a journey to create an online space that transcends the stereotypical seedy sex shop experience. They aim to make everyone feel worthy of exploring pleasure by offering high-quality products, open conversations and inclusivity.

“I’m definitely not some sort of sex toy expert by any means,” says Reis. “I never would have imagined I’d be doing what I’m doing.” But having previously faced a lack of information about female pleasure, she decided to step in.

“We’re unlearning centuries of shame about our bodies,” she says. The online store emphasizes body-safe products, debunks myths about sexual wellness and offers a variety of items beyond traditional adult products, including candles, books, stickers and erotic tarot cards.

Flossy is more than an online store—it’s a place for education and empowerment. From diverse product designs to a carefully curated list of books on sex and pleasure, Flossy targets a millennial audience interested in learning about self-development and communication with their partners.

They even offer in-home experiences where people can gather friends to learn about pleasure, ask questions, share experiences and create a community that breaks the barriers of sexual shame and stigma.

Vespertine: The Anthropologie of Sex Stores

In the heart of Port Townsend, Jaime Jaynes opened Vespertine in July 2021, introducing a unique concept to the Olympic Peninsula. Vespertine stands out as a luxury boutique, challenging the conventional expectations of sex stores. “We see sexual health as the same exact thing as going to the gym,” says Jaynes.

Vespertine passionately promotes the intrinsic connection between sexuality, intimacy and the various stages of life. Acknowledging that intimate experiences evolve with time, Jaynes is committed to providing top-tier products and resources for a safe and pleasurable journey, irrespective of age.

To do that, they offer a variety of body-safe toys and products beyond stereotypical “sexy” merchandise—stocking sports bras and boyshorts alongside lacy lingerie. “We believe in a spectrum of choice and not comparing ourselves to each other,” says Jaynes.

Vespertine is a safe place for asking questions, free from the objectifying atmosphere frequently found in big chain stores. As an inclusive environment for women, mothers and friends, it’s often the first place many customers have felt comfortable exploring their sexual desires.

Wicked Words: Pleasure on the Page

For Briana Ryan, owner of Wicked Words online bookstore, pleasure takes a different form—one found within the pages of romance novels. This online bookstore, which is heavily focused on independently published and underrepresented communities, is home to the complex and multifaceted world of romantic storytelling.

Ryan, in her final semester of grad school, is building a space for pleasure in her own life through her Poulsbo-based business. She challenges the misconception that all romance novels are explicit, aiming to emphasize the diversity and complexity that can be found within the genre. Wicked Words provides a safe space for readers to explore pleasure in a variety of ways, from mystery boxes to book clubs.

With a background in human rights, Ryan uses her business to defy gender stereotypes and promote positive models of consent. In doing so, she’s providing a haven for exploring pleasure in its various forms.

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Erotic reads

Katee Robert’s Dark Olympus series shows how safe sex practices and consent can be really hot and a natural part of the moment. The series also shows how romance, sex, pleasure and love can exist outside of two-person relationships.

The Salacious Players Club series by Sara Cate also normalizes safe sex and makes consent sensual through stories that include a number of different taboos and kinds of kink.

That Time I Got Drunk and Saved a Demon by Kimberly Lemming blends fantasy and romance with spice and humor. Known for their hilarious pop culture-y titles, this series is a fun, spicy romp that’s easy to read and love.

You Made a Fool of Death With Your Beauty by Akwaeke Emezi is a queer, age-gap romance beloved for its rawness, realness and for featuring the kind of complicated love that we see in the real world all the time.

Recommended by Wicked Words