It seems like an eternity and a billion dildos ago, but in the 90’s was the purchase of sex toys is still something you ordered with red ears, a devious place on Istedgade, or through a mail-order catalog.
Sex toys were either clinically-referred adult aids or associated with porn and cheap plastic and not something for nice girls.
Swedish Sabina Elvstam it would differently, so together with her friend she opened the erotic store Lust in the fashionable Inner city area of Copenhagen.
Lust can today celebrate the 20th birthday. To mark the occasion we took a chat with the now 47-year-old sexentreprenør, as a few months ago, opened a new store in Copenhagen, La Diosa, where the focus is spirituality and sexuality.
– Why did you make the shop at the time?
– I and my best friend Rosa started Lust, because we lacked a place for female sexuality, with advice, and the senses are more in focus than in the ordinary pornobutikker. We dreamed of a space to explore erotic and sensual dreams in a safe space, says Elvstam, who met Rosa at the Kaospilot-education, where they became project managers.
Sabina says that she has always had a very large interest in the erotic and explored these environments extensively.
– I would be to unleash women’s sexuality. But it was a very rough start – despite massive media attention – because our target audience was ordinary people, who at the time regarded it with sex toys and erotic accessories as something a little shameful. It was uphill to get Mr and Mrs Jensen, to invest in toys, but all were the wild with the atmosphere of Lust. Also many men who also didn’t care for the general sexshops.
See also: How was the dildo a feminist tool
The ‘old’ in the industry tried to tell how it all worked, tells Sabina:
– But it was precisely in order to revolutionize the industry, we went into it – not to follow the old pattern. More focus on quality and health. We collaborated with the Danish Cancer society, doctors, nurses, and other professionals with the theme sexualitet. It is very rewarding that so much has happened in these 20 years.
– I still love my work. To help people, to mirror oneself in others ‘ development, to discuss eroticism and psychology. And so, I think that Lust is one of the best jobs there is. My colleagues are so lovely, and we have the same inappropriate, sleazy humor. Sexual harassment of the loving kind is a perk in the sex trade…
– How has the market and the industry changed over the twenty years?
– very much! We can talk about a seven-revolution here? Will say that the feminine values that we represent, has taken over. The erotic part of Istedgade is as good as dead for the benefit of the cafe latte generation. I am actually a little upset – because I have gradually put more price on it a little sultry. It must also not be too nicely, so it loses much of its energy.
– Now takes place mostly on the web, and there is generally much more focus on the quality, information. People are not so sexuality anymore, it’s become normal to cultivate his sexuality and using sex toys, says Sabina.
– What do you think will happen in the market going forward?
– I foresee continued growth because we will become more and more aware that sexuality and quality of life hang so closely together. People will Liderbahis continue to invest in and give priority to the good sex life.
– you Will never get tired of sex and sex toys?
– The Monday morning, when menus (on request) dillermand, I can dream myself away, but in general, no, – that is, it is the one of the most important in life. It is the purpose of life. I have of course been very choosy when it comes to sex toys. Which is integrated quite naturally in my sex life. Some times I use it, sometimes not. Variation is good!
Read more on the lust.dk.
See also: Kinky lingerie, krystaldildoer and the divine: Sex is sacred
Sexlegetøjsbloggeren JoanB has also dealt with the area in 20 years:
– It is not entirely wrong to say that the shop back in 1998/1999 was super forward-thinking with regards to the way to launch and present a sexforretning or pornobutik, which then called this type of store with sex toys.
Lust managed to invite women, young and old, into a brand new type of frame and the world of sex toys, where the products were presented in a much more luxurious and decadent environment – rather than for example, the many small sexshops in the area around Istedgade, explains the 43-year-old sexlegetøjsekspert JoanB.
– That we suddenly had the opportunity to go into a delicious and kvindeminded store, which on top of that was located on the other side of the town hall, and here was met by the sweet and knowledgeable female sales assistants, it appealed to a great many of us – and continue to do so to this day.
Both Sabina and Joan has worked with sex toys in 20 years. Private
That one in the basement of peace and quiet to study and turn on and off for the many exciting vibrators, without the clerk necessarily stood on the neck of a, was clearly also a big plus, according to JoanB. Not least for those who perhaps never before had set foot in a store with sex toys.
– the Atmosphere and decor of Lust in Copenhagen did, that both the singlepiger, antiques shop and girlfriends got more fancy and not least the courage to ask you to the many different pieces of sex toys, and maybe even buy a vibrator or two with home.
Reason to Lust over the years slowly was overtaken by e.g. a webshop which was Sinful.dk, which today is Scandinavia’s largest, is very much about, I’m quite convinced that Lust is almost entirely concentrated on the physical transactions. Even I remember for example the really beautiful Lust-section of several floors in Aarhus, I visited some years back.
– To get transferred the environment and the spirit from the physical Lust-the business to the shop, him not perhaps be managed. And with the right pace, for example. At the same time, an increasing number of danes today, mainly to buy their sex toys via the web.
But the possibility was clearly present for, to Lust here in 2018 could have been one of the leading webshops in the market for the sale of sex toys at home, think the blogger:
– When, in retrospect unbearably bright light, looking back on the development. For Lust and Sinful traded with many of the same products – just as Lust because of their physical stores had a natural head start.
– When it is said, there is still a part of danes, also in the future, will choose to act out their dildos, vibrators and other types of sex toys in physical shops. Where you have the opportunity to stand with the product in hand and get a personal service and instruction, possibly before the buyer – and in the ballgame performing Lust as you know, is still really good, says JoanB.
sabina’s highs and lows in his career
– Highlights must be a letter of thanks from the Queen – for a drømmepude, not a dildo – and the many successes at the lectures and knowledge sharing. We have won many awards, been a Gazelle company, got the Creative Circle Awards for communications.
But above all is the knowledge of all of the people we help in the daily, all the time. It makes me happy to think how many people that have been through the Lust and scored using the positive experiences.
– the financial Crisis was not fun, it was some difficult years. And Monday, when both butiksbestyrere, Lust Copenhagen and Lust Aarhus, long-term sick, on the same day due to different things. That it was difficult to be an entrepreneur. I’ve been thinking that I should be doing other things sometimes, when everything is a little too much routine, but Lust will not have it!
– Fortunately, there are many, who, together with me can lead the torch on, people like me who are passionate to support others within sexuality and self-development. I have learned a great many inspiring people to know, and Lust-the team is worth its weight in gold. I never feel like visiting alone.
