Honolulu pleasure store Sensually Yours has served Hawaii for 40 years, establishing itself as a top destination for adult products. Founder and President Shellee Rose says her most important strategy for achieving four decades of success has been prioritizing customers.
“We like to think that we go above and beyond with our service and building relationships with our guests,” Rose shares. “We are also more of a boutique experience that provides diversity and caters to a wide range of lifestyles. We try hard to create a welcoming environment.”
The shift in attitudes over the years has allowed us to connect with customers in ways that weren’t possible back in the day.
Rose’s philosophy of providing a safe space has helped break down barriers and normalize discussions about pleasure.
“The shift in attitudes over the years has allowed us to connect with customers in ways that weren’t possible back in the day,” she notes. “When we first opened, the focus was mainly on lingerie, novelties and basic toys. Many customers were hesitant to ask questions and explore their options.”
Just as discussion about pleasure products has transformed, so have the products themselves, notes GM Kyrie Hara, who joined Sensually Yours 14 years ago.
“When I first started, AVS was the material,” Hara recalls. “It was really rare to see something in silicone. If it was silicone, it was really expensive. Now everything is silicone. Nothing takes batteries anymore. It’s all rechargeable, which I think is awesome. Though some of our diehards are like, ‘I missed the ones that plug into the wall!’”
When it comes to creating a great shopping experience, Hara shares Rose’s thinking.
“We are a very welcoming, very knowledge-forward store,” Hara explains. “Very ‘small business.’ We focus a lot on training, and we work to stay relevant. We try to learn as much as we can about how to use a product, its benefits and features. Then, we give customers a one-on-one experience with toy or lube demos. We want to make sure that we’re answering all of their questions.
Those questions have become increasingly sophisticated, Rose observes.
“Today, people are much more open and informed,” she says. “We are catering to a more tech-savvy and adventurous mindset. In fact, our customers often teach us, by requesting products and sharing trends. They inspire us to continue evolving with them, and they drive our purchasing decisions.”
Hara says that helping Sensually Yours maintain relevancy in the modern, computer-connected age has proved “an interesting challenge.”
“Now you can compare products and prices right on your phone, while you’re literally standing in the aisle,” she says. “Plus, because we’re in Hawaii, we have a lot of military clientele. Remote app functionality helps them connect with their partners far away, in ways they couldn’t before.”
In addition to forging relationships one-on-one with customers in-store, Sensually Yours has become deeply rooted in the community through participating in Pride events, partnering with Planned Parenthood, and offering gift certificates and product donations to support local causes.
“Forty years in the adult industry has helped us earn a level of acceptance that gives us credibility and trust,” Rose states proudly. “Many of our customers have been with us through the decades, seeing us as a safe and stable place to explore their sensuality.”
Another advantage of having been around for decades: Rose has seen the political winds shift many times. She therefore feels undaunted by recent developments, observing that the adult retail sector has always faced opposition no matter which political party is in office.
“The industry still faces stigma, which can make it more difficult to secure loans or financial support,” Rose points out. “The adult industry is categorized as high-risk regardless of how professionally we present ourselves. This, unfortunately, has not changed through the years.”
Hara declares that, despite the country’s current state of polarization, everyone is welcome at Sensually Yours.
“We’re not pushing anyone’s agenda on anyone else,” she says. “Any walk of life, you can come into our store and you’ll still have an awesome experience.”
Sensually Yours increasingly faces stiff competition from both major retailers and local stores, Rose says. Nonetheless, she remains optimistic that her company will continue to thrive in the future.
“I plan to create even greater value for the company and ensure that it is functioning at its full potential,” Rose affirms. “We need to bring our ecommerce business to where it needs to be. We will also consider opening additional stores. Then I want to pass the torch to a new owner who can take Sensually Yours to new heights.”
