Each month, 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.
The Sexy Suz Couples Boutique in Athens, Georgia owes much of its success to a secret that only locals and industry pros are lucky enough to know about: store manager Holly Berejikian. A former homemaker and newspaper saleswoman, Berejikian was content to chill at home with her morning coffee until an economic crash forced her to hop on her motorcycle and cruise into her next career. Thirteen years later, Berejikian is still happily riding Triumph bikes, stocking her retail shelves and recruiting pleasure advocates-slash-sales associates at Sexy Suz.
Berejikian admits that from the exterior, Sexy Suz might appear no different from any other adult boutique, but it’s what’s inside that counts to her customers and B2B partners. In a world that heavily favors online shopping, Berejikian nurtures her brick-and-mortar space with consumer events and constant attention to every little detail, gleaning insights about trends and consumer preferences from all who walk through her doors.
As she looks into the sparkly-bright future, Holly Berejikian spies three happenings that she can’t wait to share with her industry colleagues: attending the XBIZ Retreat in January, traveling to England in search of more motorcycle-related adventures — and joining the ranks of XBIZ Premiere’s Women in Adult.
XBIZ: As a brick-and-mortar retailer near a major metropolitan area, how are sales these days? Are customers still craving the unique experience of visiting a B&M store over buying online?
Berejikian: Quarter 3 of 2022 has been the best ever for us. I thought we were never going to top 2021, which was a banner year for most of us, but here we are, continuing to grow.
Absolutely, customers are shopping with us over buying online. We provide a super-fun experience, and my employees are well-trained and knowledgeable. I don’t hire “salespeople,” I hire educators. The only thing Amazon killed for us is books. I still sell books, but for only $1 more than Amazon charges, so I don’t make any money on them.
XBIZ: You’re located in the Atlanta suburb of Athens, Georgia. What does the Southern retail market look like at the moment? What kind of products are popular with customers who buy from adult boutiques?
Berejikian: I’m not familiar with other markets, but here at Sexy Suz, our lingerie is plentiful and popular. We’re the only store in Athens — including big-box stores — that sells it, so that’s a huge draw. They’re also coming in for consumables like personal lubricant and supplements.
Our toys are “something for everyone.” If I don’t have it, I’ll order it. Couples toys, especially remote panty vibes, are always a hit. I’ve moved most of my BDSM items to the front of the store with the lingerie because I felt it needed to have more of a presence and not be hidden in the back. Glass is also popular. I’m constantly playing catch-up with anal toys, I guess because people are getting much more comfortable enjoying that orifice.
By far the most requested products are Bluetooth toys, so I have them all in stock!
XBIZ: For those who aren’t familiar with your career, can you tell us a bit about how you got started in the adult sales space? How long have you operated your physical stores?
Berejikian: I lost my low-key, stay-at-home-mom newspaper delivery job when the franchise owner had to shut it down. When the recession hit, folks stopped advertising because they were making cuts anywhere possible. A friend of mine said, “You’d be perfect for this job at Sexy Suz.”
At the time, the store was in a small strip mall next to a bar, hair salon and pawnshop. I was hired part-time, and it was close enough to my house that I could ride my motorbike to work. At the time, I couldn’t tell the difference between a thrusting Jack Rabbit and a rotating Jack Rabbit. They all looked exactly the same to me.
Management came and went, and the owner, Charles Craton, asked if I’d like the management job and I said, “Absolutely not. I like my time off and don’t want to be committed to covering shifts.” We came to an agreement that I just “try it out.” I settled on working six to seven hours a day, four days a week, and I have been working those hours for 13 years. I get more done in 25-30 hours a week than I could in 40. I think everyone can, but for now it’s our little secret.
XBIZ: What career achievements are you most proud of?
Berejikian: I am most proud of growing a small store into a large, popular town favorite. For 11 years in a row, we have won Flagpole Magazine’s Athens Favorite Naughty Business. There’s also a large adult chain in town but folks still prefer us over them.
XBIZ: Have you had any industry mentors who helped you get to where you are today?
Berejikian: I ask for help easily and accept it readily. I could not possibly name everyone who has helped me. However, Charles Craton has put more faith in my abilities than I ever could. I do not have a college education; I have no management experience and didn’t even know what a buyer did before I started working with him. He’s allowed me to make major mistakes and fix them on my own. He’s taught me there is no such thing as “it can’t be done.” But the No. 1 thing he’s done is convince me I can do this and do it very well.
XBIZ: What do you appreciate the most about our pleasure products family?
Berejikian: This industry is filled with some of the smartest and kindest folks I’ve ever met. The trade shows always leave me feeling like I’ve absolutely gotten into the best business on the planet. The reps listen to feedback and actually make changes. It’s a business we know will only survive if we give customers what they want.
XBIZ: How do you feel about the future of brick-and-mortar retail? How will your store continue to grow and evolve to keep up with the changing retail environment?
Berejikian: I am literally sitting with this right now. Brick-and-mortar stores have to be well-stocked, or the customer will leave and order online. That means having a wide variety in the store and the ability to order for that customer at that moment. I just had a customer leave without a purchase because I didn’t have a spreader bar. That was the only thing he came in for. I hopped on the distributor’s website and added several to my cart. They’ll be in next week. This is my only challenge, but I am confident this is keeping my customers coming back. Coming into Sexy Suz is like perusing an online store. We have so many different products that they’re sure to find something.
XBIZ: What really makes Sexy Suz unique? Why should manufacturers keep your store on their radar when surveying their American B2B clients?
Berejikian: While I feel our store could be any store, anywhere, I think our uniqueness comes with our compassionate, educated employees and our community outreach. Our customers know they have a safe, nonjudgmental place to shop and they’re always welcome to ask questions, chat with us, email us or simply find their purchase and check out quickly. And folks love our events. We recently held a Men’s Health Month event to introduce our expanded men’s area. I am always willing to bring in a new product. If you’ve got something new or trending, I want it in my store.
XBIZ: Where can we find you in the coming year, both in your career and personal life? Do you have anything exciting planned that you’re really looking forward to?
Berejikian: I’ll be attending the XBIZ Retreat in January, I’m putting together a Body Diversity Bra and Lingerie Show on Jan. 27, and I will be traveling to Oxford, England in late February. I’ll be there for three weeks and I’m looking forward to touring stores, distributors and manufacturers. I’m also looking forward to the Ace Cafe London for one of their bike nights. I own a vintage Triumph Bonneville and they’re much celebrated there. I’m hoping to tour the Triumph plant in Hinckley while I’m there.
