Women In Business Are Cleaning Up The Sleazy South African Adult Industry

by Staff Reporter on 22/09/11 at 1:20 pm
1 comment

It seems there is a revival happening in adult entertainment in South Africa – and it’s being initiated by savvy female entrepreneurs. Earlier this week we published an article about British entrepreneuress Patty Brisden’s entry into the SA business scene with their Avon-style ‘Pure Romance’ ; and now a smart, sexy and new age retail outlet is continuing to shake up a once sleazy ‘adult’ industry in South Africa.

‘The Bedroom‘, which was created exclusively for women, is gaining popularity and momentum in both Gauteng and Kwazulu-Natal and is soon expected to expand its franchise footprint from 3 stores to 5 stores as they grow into the rest of the country and beyond.

The dynamic duo behind the concept are entrepreneurs, Hilda Tod and Chantal Edouard-Betsy, both of whom are passionate about educating their target market and keeping women inspired, excited and informed through their innovative and sensitive approach. One of their priorities for this year has been to highlight the importance of buying good quality products when purchasing intimate products and to steer women away from cancer causing phthalates and parabens, which is prevalent in some lubricants and playthings. Alarmingly these toxic products are sold indiscriminately and cheaply to the public, without warning.

“It’s our responsibility to inform women about this so that they are empowered to make the right choice when shopping for intimate products,” says Edouard-Betsy. “We’re not only here to titillate. We’re serious about bringing everything we learn, both locally and abroad to our customers and protecting and caring for women.”

Discreet, yet interactive stores

The woman-centric shops are laid out in such a way as to lead shoppers on an erotic journey as far as they wish to explore. A wide range of tastes and fetishes are catered for, whether it be the soft feminine feathers of a boa, or the erotic raunchy leather of a corset. The Bedroom maintains close, discreet relationships with clients, and communication is interactive, informative and fun. It’s all about women and their relationships, in every sense, from textures to fragrances; from evocative music, to the allure of sexy photography or massage oils.

Besides intimate adult ‘toys’ this upmarket store offers bride-to-be parties, book-club functions, enlightening speakers, and specialises in bringing fantasy and reality together through erotic bedroom accessories, books, or pamper products. Edouard-Betsy and Tod are determined to open the minds of many more and continue with their pioneering and liberating work.

“Sophisticated modern women of today know what they want, but they need to feel comfortable shopping for it,” says Tod of her brainchild. “And this environment is as decadent and discreet and classy as the women who shop here. Fundamentally, this is not about selling porn in a seedy store downtown off a dirty side street. Positioned in highly desirable locations, the stores are a sensual, upmarket shopping experience that embraces the spirit of women and their sexuality, and the experience leaves them feeling inspired and powerful. It’s been created for women, by women, and with the utmost respect for our clientele in mind,” she adds.

New homegrown ranges of products have recently been launched by The Bedroom. Designed and developed in collaboration with local women owned businesses, the products meet the exacting demands of The Bedroom’s discerning clientele. The paraben-free, water-based, natural Intimate Glide is the latest offering developed with women’s health and pleasure in mind.

‘The Bedroom’ racking up business awards

Top 10 Finalists of the SA Blog Awards in 2010, Special Star Award Winners in 2008, and finalists in 2009 and 2011, Business Woman’s Association (BWA), KZN, Emerging Entrepreneur – winner in 2010; The Bedroom is making an indelible mark in the world of business. For clients who live out of town, shopping online is a click away and this now accounts for close to 10% of The Bedroom’s turnover.

The Bedroom is a member of SASHA (South Africa Sexual Health Association) and trades Monday to Thursday exclusively for women; couples are welcome to shop together on Friday to Sunday and men are welcome by appointment. Branch and product details can be found on their website at www.thebedroom.co.za.

Ideate is one of South Africa's biggest business blogs, with a team of authors all of whom have had entrepreneurial experience. Ideate is read by entrepreneurs thinking BIG. Follow us on Twitter here. View more articles by Staff Reporter.

Tags: SA Blog Awards, women entrepreneurship, women in business

One Response to “Women In Business Are Cleaning Up The Sleazy South African Adult Industry”

Catherine

Feb 13th, 2012

Just a small note that Patty Brisben from Pure Romance is American and not British as stated in the article

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