Paris may be known as the City of Love, but Celine Menting felt that the south of France left much to be desired in the romance department. In response to her region’s lack of inclusive adult brick-and-mortars, Menting founded and currently manages retail pleasure shop La Clef des Charmes.
Nestled in Toulouse, Menting’s store goes the extra mile for consumers whom French retail often ignores, like folks who identify as LGBTQ+. Menting spends countless hours, sometimes even years, seeking out niche products for customers in need of gender-affirming pleasure wear or heavy-duty BDSM gear.
What I love most about my job is contributing to the well-being of people and to be, even if just a little bit, a part of the evolution of the perception of sexuality.
After hours, Menting spends her spare time organizing and presenting in-store events like cabaret performances and fashion shows, which provide cheeky, kinky entertainment for her community.
Female empowerment, independence and sexual freedom for all are pillars of Menting’s beliefs and her retail shop’s mission. This month, XBIZ spotlights Menting as she discusses how she lives the Women in Adult ethos every day.
XBIZ: Let’s start with an introduction for our international readers. How long have you owned La Clef des Charmes Toulouse, and what initially drew you to the pleasure industry?
Celine Menting: We opened on May 13, 2013 and this year will be the shop’s 10th anniversary. What pushed me to open La Clef des Charmes is that in France, there were only “old-fashioned” sex shops, as cliché as possible with no windows, bright red lights, DVDs — much more for cis-het men. I wanted to bring a new take on the sex shop by showing them a “love shop,” which is much more classy, romantic and more open-minded around every single sexual pleasure that people would like to experience.
XBIZ: How would you describe the sex toy consumers in Toulouse? Do you believe your consumer market is unique to your city, or are French consumers very similar across all regions of France?
Menting: I do not think that Toulouse has any difference from other cities in France. The only difference is that in Toulouse and in La Clef des Charmes, I choose a more alternative path than others, which focuses on the hard BDSM and LGBTQIA+ communities, because it is hard for them to find high-quality products and good advice around their needs and orientation.
Since the beginning, I have chosen to help the LGBTQIA+ community because, in my own opinion, they cannot find proper garments anywhere else in Toulouse. All this, of course, without forgetting all the other genders and helping them find what they need or what they want.
I also take particular care with my clients who come to my shop for their first time because for some, coming into a sex shop can be quite difficult. We are here to make them comfortable and be sure they are feeling OK. After one customer’s first time, they sent me a letter to thank me for the advice I gave them.
XBIZ: Tell us a little more about how you designed and conceived La Clef des Charmes Toulouse. What does the name mean in English? What are your most popular types of products?
Menting: La Clef des Charmes is in the heart of Toulouse, just a five-minute walk from the famous Place du Capitole, in one of the oldest parts of the city. The street existed before the 10th century. It is a small but comfortable “boudoir” in the typical architectural style of Toulouse: red bricks from the ground to the walls, with a main window from the 1930s. Inside, it is a mix between baroque, rock and alternative style with old furniture matching a huge collection of unicorns, and the decoration looks like a cabinet of curiosities.
I tried to build more than just a shop, which is why I also work with local artists, cabarets or other retailers to organize events, shows and meetings all around the city.
The name La Clefs des Charmes is based on a French saying: “Prendre la clefs des champs,” which means taking the key to the fields to freedom — independence and running away from social control. The name “la clef des charmes” represents freedom and individual empowerment in our intimate and sexual lives.
As for my most popular types of products, it depends on the time and it always fluctuates. Sometimes it’s a bit more casual and other times it’s a bit more wild. It all depends on who is coming to buy the products and why.
XBIZ: What are your job responsibilities at La Clef des Charmes Toulouse? How do you keep your store running smoothly with happy customers?
Menting: Making sure that all the staff with whom I collaborate understand their tasks and the shop’s mission, understanding what is new in the industry, and always trying to be innovative by organizing events like workshops, catwalks and different types of shows.
To keep my customers happy and satisfied, I involve them in researching future products by asking them what they would like to learn. I try to do my best to respond positively to their expectations. I educate myself and my team a lot to be aware of sexual health topics so we can correctly respond to our clients.
XBIZ: How do you stay up to date on what French consumers desire from an adult boutique?
Menting: Staying up to date on what the French community wants is very difficult. I try to do it by lending an ear to my customers’ wants and wishes, and by following industry trends, which I do thanks to XBIZ magazine and advice from my distributors. Vincent Renou from Fundistri is my best partner in crime for that.
Sometime it is easy, sometimes it is a bit more difficult. For example, at the moment I have been trying to find underwear for transgender people for over a year. In France, these types of underwear are very difficult to find, but rest assured, I have very good faith in the outcome of my research. I have several leads and a lot of help from the trans community!
XBIZ: How does La Clef des Charmes participate in the international sex toy market? For instance, do you visit trade shows or travel the world?
Menting: We participate in the international sex toy market by selling brands that come from all over the world. For example, when I opened the shop in 2013, it was the only store in France that had the Polish lingerie brand Axami. As for the toys, we get them from all over Europe. Plus, we do not only sell to French people. Our products are available all over the world with our online store, LaClefDesCharmes.com.
Every year I travel to Hanover for EroFame and to Paris for the Salon de la Lingerie. Now I also have the honor to participate in the XBIZ Retreat in Berlin, Los Angeles and Miami, which is the best way to be innovative and find new products.
XBIZ: Is it common for women to work in the pleasure industry in France, or is it something special and unique?
Menting: I am really proud of being a woman in the adult industry! It is quite common to find women who work in love stores in France, but we experience some sexist comments because people do not understand what we really do, even nowadays. But I don’t care. I am proud of my job and above all, very happy to know that I can be a model of freedom, female empowerment and independence to people.
XBIZ: What do you like most about working in the pleasure industry, and do you plan to stay in the business for a long time?
Menting: I couldn’t and I wouldn’t work in some other kind of industry! I feel the pleasure industry is exactly where I belong. What I love most about my job is contributing to the well-being of people and to be, even if just a little bit, a part of the evolution of the perception of sexuality.
This industry is truly the only one where I’ve seen the most loving co-workers and colleagues. Despite what people may think, this industry is full of the kindest, happiest people I’ve ever met, who treat everyone with respect and love without discrimination or prejudice. I would not change careers for anything in the world.
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.
