profile

WIA Profile: Ruth Blair

How did you get into the business?

Inadvertently! I was living in Canada at the time and I hooked up with a small marketing company selling various herbal supplements online. One of the supplements was a penis enlargement pill. Evaluating the best market for such pills inevitably pulled us toward the adult market, and ultimately the online adult industry.

The kind of work I do is able to be done remotely, which in turn allows me to work from wherever I want in the world.

What in your background prepared you for what you are doing now?

Working for Paxum has been a dream come true so far. I adore the people I work with, and I love bringing in new business. Helping new and existing clients to use our services to their best advantage is incredibly satisfying. My background is varied; I was born and raised in England where I worked with animals for a time before landing a position working in the Inheritance Tax division of the Inland Revenue (U.K.’s tax service). During that time I also worked online part-time for NBC’s Talkcity as a chat forum moderator. After moving to Canada I also did a lot of volunteering for the Heart and Stroke Foundation and Habitat for Humanity, assisting with a multitude of office tasks and various fundraising events. Throughout my career I’ve learned how to develop lasting business relationships with both clients and colleagues. Quite frankly I believe that ability, along with consistently delivering the best service possible, are the key assets I bring to my role at Paxum.

What do you see as the challenges of working in the adult online business? How do you overcome them?

I find the same challenges in the adult online industry as one would find in any business; attracting and keeping customers, maintaining good quality service, growing your market reach, branding, and constantly improving your service/product, etc. Besides those obvious challenges, I’d say one of the biggest challenges I have personally faced was being a parent and working in the online adult industry. I don’t mind people knowing what I do for a living, and my daughter has always been aware, but with a child in school where judgments from other parents, teachers, and children can seriously affect normal development, I found I had to be cautious about exposing my line of work. My daughter is now almost 22 though, so thankfully it’s no longer a personal challenge.

Does your work life affect your personal life?

Very much so, but in a good way. The kind of work I do is able to be done remotely, which in turn allows me to work from wherever I want in the world. As long as there is a solid Internet connection where I happen to be, then I can get online and I can work! I’m typing this to you from Mexico, where I currently live on the Riviera Maya. I suppose I have a bit of wanderlust inside me since I do enjoy living in different lands. Thankfully my work gives me that freedom.

Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.

Related:  

Copyright © 2026 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Key Strategies for Building an Effective Website Compliance Program

For adult website operators, compliance can no longer live in a folder that only opens when a bank, regulator, attorney, or payment processor starts asking questions.

Corey D. Silverstein ·
trends

Meet the Women Shaping the Business of Pleasure

Over the past two decades, the pleasure products industry has undergone a transformation that extends beyond product innovation. Once defined largely by novelty, stigma and male-driven narratives, the industry has steadily evolved into a sophisticated, wellness-oriented sector shaped by education, inclusivity and consumer empowerment.

Ariana Rodriguez ·
profile

Kylie Baker Details Rise From Store Support to Regional Manager

When Kylie Baker first stepped into adult retail, it wasn’t part of a long-term career plan. It was a favor, a simple act of support for a friend who needed help covering shifts. Nearly 12 years later, that moment has evolved into a leadership career defined by adaptability, resilience and a people-first approach.

Women In Adult ·
profile

Ohdoki Sets Sights on International Growth With 'The Handy'

Some brands rush to cover every facet of the pleasure products market. Others aim to do one thing — and do it exceptionally well.

Colleen Godin ·
opinion

5 Key Features Your Adult Ecommerce Website Might Be Missing

I spend a lot of time on adult ecommerce websites. Not just looking at the front end, but digging into what’s actually driving traffic, conversions and long-term growth. Here’s the reality: most adult brands are leaving money on the table.

Hail Groo ·
opinion

How to Respond to Public Criticism on Social Media With Clarity, Composure

Handling a public call-out on social media is one of the more uncomfortable moments a professional can face. It can feel personal, immediate and amplified in a way traditional feedback never is. Yet in today’s connected environment, these moments are not just unavoidable. They are opportunities.

Rin Musick ·
profile

Ricci Levy on Standing Up for the Right to Be Heard

When Ricci Levy speaks about human rights, she does not use detached, academic language. She speaks with urgency, emotion and the kind of passion that immediately makes it clear just how deeply personal this work is for her.

Women In Adult ·
opinion

Lessons From Decades of Building the Adult Internet

After my first year of college, I needed a job. So I did what people did back then: I opened the newspaper and started scanning the classifieds. One listing stood out: “Image Librarian.” I had no idea what that meant, but I applied, and got the job.

Tanguy ·
opinion

Tips for Building a Pleasure Brand That Lasts

Each year, promising new indie brands enter the pleasure industry with fresh, creative designs meant to enhance intimacy, wellness and self-discovery. Some are embraced by retailers and shoppers, while others fade quietly.

Ian Kulp ·
opinion

How to Build a Cross-Border Payment Strategy

Pull up your analytics and you’ll likely find that international traffic is already on your site. Some of those visitors convert, but a lot more bounced at checkout — and a meaningful chunk tried to pay but were declined.

Jonathan Corona ·
Show More