A night in the most popular sex shop on Oxford Street

For many people, the idea of walking into an adult shop can be intimidating or embarrassing, though it doesn’t have to be.

Image credits: Echo Huang

For many people, the idea of walking into an adult shop can be intimidating or embarrassing, though it doesn’t have to be — buying a sex toy can be a fun and empowering experience. 

I walk into Adult World, the most popular sex shop on Oxford Street and the historic hub of Australia’s gay rights movement, to shadow the employees for a night as they help customers with their “sexy problems”. Cliche name aside, Adult World defies conventional expectations of a typical sex shop. Step inside and be greeted by a space as expansive and well-lit as a bustling grocery store. A plethora of playful products await exploration: a fluffy pair of handcuffs, an 11-inch-long tentacle dildo, or an apple-flavoured lube always within reach.

“People come in every week, buying the same key ingredients they need for their very active sex lives. It's just like grocery shopping for bread and milk,” shares Jenya, the store manager whose face is adorned with a proud smile. Her badge gleams with the proclamation, I save sex lives, ask me how. 

Unlike many other adult shops that have migrated online since COVID-19, Adult World remains resolute in its dedication to providing exclusive in-person experiences that prioritise human connection. In fact, Adult World kept its doors open as an essential service business throughout lockdowns because a lubricant called Pjur it sells is considered a medical device. “Thank Lube for keeping a roof over my head,” Jenya laughs.

Within a few minutes of my arrival, a guy in a suit walks in and begins to comfortably browse the assortment of dildos. He is instantly recognised —  one of the staff playfully greets him, saying, "Oh, going up a size this week, huh?"

Marvelling at the unique space provided by Adult World — a place where discussions around sexuality could unfold fearlessly and free from the weight of societal taboos, I found myself pondering the motivations of those who choose to work in a sex shop. Are they simply advocates for sexual liberation? 

In The History of Sexuality, Michel Foucault challenges the notion of historical sex repression under Christian morality. He explores the practice of confession within the Catholic Church which fostered an "institutional incitement" of discourse around sex that verbalised every aspect of sexuality. Today, despite ongoing censorship and regulations, we live in a time where open conversations about sex are actively encouraged through social media, and people yearn to speak freely about this once-silenced topic. Hence, the image of those working in sex shops is transforming remarkably. No longer confined to the stereotype of impatient older men behind the counter, they embrace a new identity as "sexperts." Seamlessly transitioning between roles, they become the customer's close friend, confidant, relationship counsellor, and knowledgeable sex educator. Within this modern confessional of Adult World, the notion of sinfulness dissipates, replaced by a celebration of the genuine connection in mind and body. The staff adeptly transform customers' needs into tangible solutions, fostering an environment where physical and emotional desires intertwine.

Hugo, a sales assistant at Adult World with a Fine Arts degree, enlightens a customer about the fascinating origins of vibrators — invented in the 19th century as a treatment for Female Hysteria. “The use of good old vibrators for sexual stimulation really helps alleviate anxiety attacks that affected women of that time — though later we all figured that it is just the filthy fantasy of Freud. ”

These conversations come naturally between the sales team at Adult World, as they bond with their returning customers. 

“One time I had a guy come in looking for a specific thing, like a horse-sized dildo, people hear about this all the time here,” Hugo recalled a memorable encounter. “He is unsatisfied with anything we had, then it got to the point that he awkwardly asks, Do you happen to know anybody who has a horse?

Amidst the looming challenge of online competition, the team at Adult World remains hopeful: they believe that the allure of seeking guidance and experiencing products in a captivating and safe environment will be a significant draw for customers.

After all, a day in a sex shop is no longer about the first step of a hurried and awkward transaction, but an invitation to embrace open-mindedness, playfulness, and creativity. The people you will encounter within this space, as wonderfully diverse as they are, share a common experience of navigating feelings such as confusion, curiosity and vulnerability. “We just try to hold up a space for people,” Jenya says. “To help people navigate confidently in this world, and help people feel comfortable in their bodies with sexual or creative expression.”