Please Let It Stop by Gold Jacqueline

Author:Gold, Jacqueline [Gold, Jacqueline]
Language: eng
Format: epub
Publisher: Ebury Publishing
Published: 2010-12-15T00:00:00+00:00

I like to think that we have been responsible in some way for changing the attitudes of women – and men – towards sex. But you can’t force products on to consumers if they don’t want them in the first place. So our customers are also pushing their own boundaries. Women now are much more in the driver’s seat with regard to exploring their sexuality and I think that putting shops in the high street has helped this to happen. Instead of sex being seen as something hidden and taboo (unfortunately, that attitude does still persist) it is now seen as fun and something to enjoy, celebrate and explore. Our shops are warm, well lit and welcoming. Customers can browse the shop on their own but if they have any questions they will be answered by informed sales assistants who know their products and will make them feel comfortable. Despite our enviable sales figures we don’t allow ourselves to become complacent. From the beginning I have always relied on my customers and staff for feedback, and listening to them has been a fundamental part of the success of the business.

There are still people, some of them women, who argue that the idea of women dressing up in sexy lingerie is not empowering at all because it is being done purely for men. The gist of their argument is that it is a step backwards. I find this faintly ridiculous since it presupposes that women do not enjoy feeling sexy and exploring their sexuality, and only do so for the pleasure of their men. It’s a notion that completely ignores a woman’s desire for pleasure and her ability to orchestrate it. As with many areas of their lives, this is about women taking the initiative, and that can only be a good thing.

At the same time it means that men are learning to understand that women can and will make their own decisions and demands with regard to sex. Years ago men weren’t bothered whether women were enjoying themselves. Now men make an effort and want to please their partners and they like women to be confident – well, of course, there are still those that feel inadequate and struggle with the concept of a woman enjoying her sexuality but, in the main, men are more receptive, especially the younger generation, who understand that sex is not something you do to someone: it’s something you do together. It’s interesting to note that problems with attitude towards Ann Summers shops and products are often found among the older generation of men: I have come across difficult landlords of premises, or senior people in JobCentres where we have tried to recruit staff. I can only conclude that the existence of Ann Summers constitutes some kind of threat to them and makes them feel inferior or insecure.

Still, there are some places where you may not want to confront your sexuality. A few years ago Boots the chemists were considering adding sex toys to their shops.

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