Nearly 30 years ago, Jennifer Jolicoeur became Rhode Island’s first adult toy party planner. After gaining experience with another company, she launched Athena’s Home Novelties from her apartment in 1998, guided by the mantra “Educate. Empower. Entertain.” Since then, she has conducted hundreds of parties all over New England and inspired over 1,000 active “Goddesses” and “Adoni” who represent the company in 44 states across the U.S. Today, Jolicoeur remains loyal to her original vision: making pleasure and intimacy products accessible, and encouraging meaningful discussions about sex.
In this Women in Adult spotlight, Jolicoeur discusses her entrepreneurial journey and her passion for bringing adults together in the name of sexual wellness.
I believe we will see a surge in demand for items that serve even deeper niches than before.
XBIZ: What initially drew you to the pleasure industry, and how has your focus evolved over the years?
Jennifer Jolicoeur: Back in the 1980s, I was the go-to girl who loved to talk about sex at the lunch table with my friends. I kid you not: It says “Peniology” next to my picture in my high school yearbook. I was destined to devote my entire adult life to pleasure. Then, when I was just 20 years old and working a day job at CVS headquarters, a woman stepped out of the mailroom and asked if I had ever heard of a sex toy party. I had not, but I was totally intrigued. At my first sex toy party, my friends said, “Jen, you have to do this!” and I never looked back.
I started by doing parties on the side for a company that was one of the offshoots of F.U.N. after it collapsed. After spending several years working for that company, it also began to go under. In 1998, I made the decision to start Athena’s. My family was so concerned that I was leaving my stable job at CVS. My father told me that starting this business would be the biggest mistake of my life. Luckily, my grandfather believed in me and let me borrow the seed money. When I paid him back the following week, he thought I was selling drugs!
Since then, my focus has always been on bringing pleasure to the world — one party at a time, one personal interaction at a time. That has never changed.
XBIZ: To what do you attribute your longevity in the biz?
Jolicoeur: I truly believe that connection has been key. There is connection at the parties, when friends are together laughing and learning. When an Athena’s Goddess or Adonis is in the ordering room with a party guest, a tremendous amount of trust happens. And of course, when guests get home with their bags of fun, they connect with themselves and their partners. The company is named after the goddess of wisdom. Sharing a sex-positive message and tips for the best possible sexual relationships offers enduring value.
XBIZ: What are some challenges you have had to overcome along the way?
Jolicoeur: There are so many, I could write a series of novels! Nothing has been easy about this journey. Sex stigma? Direct sales hate? Attempting to make thousands of independent consultants happy? Managing headquarters employees? Fortunately, Athena is also a warrior, and her spirit has helped me fight many battles.
The challenges started right from the beginning. It didn’t take long before I was confronted by zoning officials in my hometown who came to shut Athena’s down for selling sexually explicit material. Standing my ground against the injustice of those demonizing Athena’s is something I’m really proud of. I went head-to-head with the mayor’s office until they finally decided to leave me alone.
In 2013, I was recognized on the Rhode Island State House floor for my contribution to the economy. In 2021, I was named grand marshal of the Autumnfest parade in Woonsocket, and given the key to the city! I, the sex toy lady, led the parade! Respect is not given; it’s earned. I spent my entire adult life working hard to break through to people about the benefits of sexual pleasure, one party at a time. It was worth the fight.
XBIZ: What are your predictions for the future of the home party sector?
Jolicoeur: There are many challenges we face. It’s no longer the sex stigma that plagues us. Technology addiction has led to people being less social. The inability to speak freely about sex on social media for fear of losing our accounts is also a real concern. Our products being easily found on Amazon for less has been an epic battle. Those who undercut our industry’s pricing make it difficult to compete. Manufacturers selling direct to consumers and websites like Temu make things even harder. Ultimately, though, I feel that those of us who are passionate about in-person connection will fight to the death for what we believe in. I know I will.
XBIZ: How does Athena Novelties uplift women who attend a home party or become consultants?
Jolicoeur: The countless women and enlightened men who have attended an Athena’s party learn, laugh and leave inspired to go home with their purchases and have the best sex possible. Parties are a safe, fun space to talk about sex — one of the greatest gifts of the human experience. We have normalized talking about sex openly so that there is less isolation for those who struggle with all kinds of common sexual conundrums. Our Goddesses and Adoni are not only empowered financially but also fulfilled. Yes, they enjoy making extra money, but it’s also meaningful. They help people on a profound level. Also, Athena’s has brought together like-minded people from all over the country who have found their best friends. All the good vibes we’ve created are very special.
XBIZ: What makes you proud to be a woman in the pleasure industry?
Jolicoeur: Being part of this industry for over 30 years has allowed me to touch the lives of thousands upon thousands of people. Every toy and bottle of lube sold, every laugh that friends shared at a party, every negative belief about sex replaced with a positive one, and every person who made money for their family changed lives for the better. I believe in karma... so there are millions of orgasms waiting for me in the next life!
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 businesswomen.
