When Brittany Greenberg first walked into an adult store as a curious shopper, she felt something was missing. The lighting was dim, the product selection lacked focus and the atmosphere whispered “shame” rather than celebration.
That experience planted a seed in her mind. If pleasure is natural and universal, she thought, why does shopping for it feel so secretive?
Follow what lights you up, even if it doesn’t fit the mold.
Today, as co-owner of Cupid’s Closet, Greenberg is part of the ongoing movement to reshape the conversation around intimacy and sexual self-expression. Together with her husband, Daniel, she has transformed Cupid’s Closet into a modern sexual wellness boutique with locations in Brentwood and Inglewood, California — and winner of an 2025 XMAs Retailer of the Year title.
It’s a distinction that highlights how the brand’s focus on inclusivity, education and design has enabled it to stand out among the competition.
“This isn’t just a business,” she says. “It’s advocacy. It’s about redefining what it means to feel good.”
A Shared Vision
Daniel launched Cupid’s Closet before meeting his future life and business partner. When she entered the picture, her empathy, education and distinctly feminine perspective proved the ideal complement to his dream of creating a better shopping experience for adult products.
Today, as a wife, mother of two and certified sex educator, Greenberg brings both professional rigor and personal depth to the brand.
“The knowledge I’ve gained through my certification and years of experience in the industry has definitely helped me to create and curate the product selection I’m so proud of,” she reflects. “Every product we carry is body-safe, inclusive and intentionally chosen.”
Meanwhile, Cupid’s Closet team members are trained in product knowledge and sexual health, reflecting Greenberg’s business philosophy.
“We don’t just sell items; we provide guidance, empathy and real conversations,” she says. “Every person deserves to feel safe exploring their desires. My mission is to help people feel more connected to themselves and to others, by removing shame and replacing it with understanding, curiosity and joy.”
Sexuality, Greenberg argues, is a core part of overall wellness.
“It influences our self-esteem, relationships and mental health, yet it’s often treated as taboo,” she observes. “To me, sex positivity is about choice and respect. It’s about providing people with access to safe, body-positive education and high-quality tools to explore what makes them feel good.”
Cupid’s Closet starts that process by welcoming customers into a space with the clean, modern aesthetic of a high-end beauty boutique.
“People often call us the Apple Store of sex shops,” Greenberg says with a smile. “Bright, modern, beautifully designed. But more than that, we’re a safe space for honest conversation.”
The soft lighting, sleek displays and approachable staff create an atmosphere that invites curiosity. By blending design and education, Cupid’s Closet helps customers explore their bodies and relationships with the same confidence they might bring to a skin-care aisle or a wellness clinic.
Pushing Against a Wall
Running a sexual wellness boutique — especially in Los Angeles — comes with challenges that extend far beyond logistics. For Greenberg, not least among those challenges has been the uphill task of shifting perceptions.
“Early on, I faced skepticism, not only as a woman, but as someone trying to modernize an industry that people often misunderstand,” she recalls. “There were days it felt like pushing against a wall of stigma and doubt.”
Perseverance paid off. Cupid’s Closet has not only earned respect from customers and the pleasure industry, but also garnered recognition from mainstream outlets like Los Angeles Magazine, confirming the store’s role as a leader in reshaping adult retail.
“Challenges are the heartbeat of retail,” remarks Goldberg. “They keep you agile, curious and connected to your community.”
Over the course of the past decade, taking on those challenges has helped Greenberg evolve from entrepreneur to leader.
“In the early days, I tried to do everything myself, driven by vision and perfectionism,” she admits. “But I’ve learned that true leadership isn’t about control, it’s about trust. My biggest growth has been realizing that leadership is energy management: knowing when to push, when to pause and how to create an environment where everyone feels valued.”
Influences and Inspirations
Being a woman has also played no small part in shaping Greenberg’s perspective on the pitfalls and potential of the pleasure industry.
“When I started, there were moments when I felt underestimated, but those moments became my motivation,” she explains. “I used to think strength meant being unshakable; now I know it means being authentic.”
Greenberg says she draws inspiration from the women who paved the way. She cites Susan Colvin, founder of CalExotics, as a trailblazer who built an empire while keeping education at the center. She admires Alicia Sinclair Rosen of COTR for elevating the category with luxury design and inclusivity, Alexandra Fine of Dame for fighting to normalize pleasure in mainstream advertising, and Emily Morse of the “Sex With Emily” podcast for making sex education approachable and shame-free.
“What all of these women have in common is courage,” Greenberg says. “They’ve challenged taboos and shown that sexual wellness can be intelligent, ethical and deeply human.”
In turn, her advice to aspiring entrepreneurs, especially women, is clear: “Follow what lights you up, even if it doesn’t fit the mold. Fear will always appear when you’re doing something meaningful, but courage isn’t the absence of fear — it’s the decision to move forward anyway.”
She encourages others to create boldly, stay true to their values and lead with compassion.
“Confidence comes from knowing who you are, and success comes from staying grounded in that truth,” she shares.
‘Bigger than retail’
Looking ahead, Greenberg’s vision remains resolute and mission-focused.
“I’m excited about expanding both our retail footprint and our digital presence in ways that connect education, community and commerce,” she says.
Those plans include developing new product lines, hosting curated events, and creating experiences that merge learning with pleasure and help bridge the gap between adult and mainstream retail. She’s also piloting “Pleasure Parties,” a private event series offering expert-led conversations on intimacy, relationships and wellness. And there’s more.
“Without revealing too much, I’m developing initiatives that will allow creators and performers to engage with our platform in meaningful, rewarding ways,” she teases. “My dream is for Cupid’s Closet to become synonymous with sexual wellness nationwide.”
If Greenberg succeeds in realizing that dream, it will be further proof of something to which she has repeatedly borne witness: the power of transformation.
“I’ve seen customers walk in feeling nervous or unsure, and walk out feeling empowered,” she muses. “I’ve seen couples reconnect after years of distance, and individuals rediscover their confidence and pleasure.”
These stories serve as daily reminders of why Cupid’s Closet exists.
“This is bigger than retail,” she says. “It’s about healing and human connection. I want people to feel free — free to explore, free to love, free to be themselves.
“Pleasure is not a luxury,” she concludes. “It’s part of our humanity.”
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.
