Daniel Greenberg thinks the adult retail space could still use a touch-up on its new sex-positive paint job. This former adult boutique clerk-turned-CEO has posted up shop in the Los Angeles area with a modern brick-and-mortar that’s quick to kick old stereotypes in the pants.
“My concept for Cupid’s Closet was to make a clean, classy and most importantly, a comfortable atmosphere for individuals and couples to shop,” says Greenberg of the shop’s atmosphere.
I worked many jobs before opening a boutique but the day I started working in an adult store, I knew it was my calling to build a store and sell sex toys.
“I wanted sales associates that are knowledgeable and passionate about educating customers on what we carry,” he says. “I wanted to only carry products that are body-safe and nonporous.”
Greenberg is one of many retailers across the world to recognize the importance of creating a sex shop that doesn’t feel like an adult store. Though the idea is far from new, Greenberg noticed that the old-fashioned, porn-focused trope is still alive and well in Los Angeles, and that’s exactly what he set out to change.
“I also saw the importance of not including the sale of DVDs and ‘arcades.’ I did this in hopes of making our customers feel like they are shopping around a regular store with many fun and exciting options without feeling like they are in a typical ‘XXX’ store,” says Greenberg. “I came up with this concept after going to many adult stores and realizing that most of them have a seedy atmosphere and are not very female and couples-friendly. I knew I could create a store that is unlike any other.”
Greenberg was inspired to create his own little corner of pleasure retail because, simply put, he says he just loves sex toys. He still feels the stigma surrounding vibrators despite the industry’s hard-earned progress, and wanted to join the growing contribution from entrepreneurs around the globe to make the world a safer place for sex lovers.
“We all have sex yet so many people feel like they cannot talk about it, or even feel embarrassed talking about a vibrator,” says Greenberg. “We constantly have people coming in shy as can be that leave the store ecstatic and wanting to tell all their friends.”
Greenberg says his new gig as sex-toy shop founder fits him like a glove. Once a floor sales associate at a California sex shop, he immediately saw the life-changing power of opening up new horizons to shy customers carrying sexual shame or trauma.
“I worked in an adult store and I realized immediately that I had a talent in bringing comfort to customers while painting a mental picture of the possibilities they can enjoy if they allowed themselves to step outside their comfort zone,” he recalls. “I worked many jobs before opening a boutique but the day I started working in an adult store, I knew it was my calling to build a store and sell sex toys”
Since taking on his new role as vibrator proprietor, Greenberg is astounded at how many old taboos still exist. His customers range from college-age to the golden years, yet much to his dismay, he still hears one particular question asked over and over again.
“I guess the most common question we probably hear is when people ask us if sex toys replace the partner and every time I hear this I cringe,” says Greenberg. “The reason I cringe is because I know how common of a misconception that is and if my customers are thinking this, then I have to imagine that plenty of people don’t even bother to come into the store because they are scared that the answer to the question could be 'Yes'."
Thankfully Cupid’s Closet is packed with a full staff of certified sex educators to dispel any long-standing rumors about self-love. Greenberg says he recently sent his entire team to get sex-certified in an effort to keep up with today’s curious consumer, and uphold his shop’s standard of accurate, honest sex-ed customer service.
“We are continuously growing and evolving our store. Over the last year all of our employees became certified sex educators to give our customers the most knowledgeable and educated sales associates in Los Angeles,” remarks Greenberg. “We are working on putting together in-store workshops and classes to help our customers engage and learn with other customers and staff.”
In response to disillusioned shoppers searching for the answer to their sexual seeking, Greenberg has a firm grasp on the concept of sex toys that he answers with a matter-of-fact joviality.
“Sex toys aren’t people, and sex toys cannot be intimate. Sex is the most wonderful activity in the world and it happens between two people, or more,” he explains. “A sex toy cannot ever replace that physical connection and intimacy, but it can make it a lot more fun!”
Greenberg’s attitude towards sex toys is a refreshingly modern one, even by today’s standards. Sex is already sweet enough, but why not add a new flavor now and then?
“What I tell people is that if you want to add toppings to your ice cream, that doesn’t mean that the ice cream isn’t good enough as is, it just means that you have options, if you want them, to change it up and make it all the better.”
It seems Greenberg’s enthusiasm is quickly catching on. As of this interview, his shop has the only five-star Yelp rating awarded to an adult boutique in the L.A. area. Greenberg is active in the adult biz community and regularly attends the local XBIZ Show, even garnering a nod from the company for the “Best Boutique” award after only five years since opening day.
If you’re not in Los Angeles, you can still get a peek at Greenberg’s consumer and industry-praised business at his new website, CupidsCloset.com.
So where is Greenberg headed next? Wherever his customers — and the industry — lead.
“Our customers choose our shop because shopping at Cupid’s Closet is a special experience that is hard to compare to shopping not only in any adult boutique, but any boutique in general,” he concludes. “Last October, we just had our five-year anniversary and I believe that each and every year we listen to our customers and we strive to make Cupid’s Closet even better than the year before!”
