“Looking for advice on how to spice up their sex life”

For almost 10 years, Amandine Bories has run a love shop in Roanne.

Don't look for pornographic films or publications at 47 rue Émile-Noirot. In this 60 m store ² opened in 2016, Amandine Bories wanted to break away from the sulphurous image of sex shops from the start and offer a boutique in a cozy spirit. “It’s a totally different concept, more glamorous and based on trust and personalized advice,” insists the manager.

“It’s still a bit taboo”

Sublim'Love offers no less than 2,700 references ranging from sexy lingerie, “naughtier than what you find in traditional stores” (from XS to 8XL), to massage oils and lubricants, including accessories such as sex toys. -toys for men and women focused on pleasure and sensuality.

In almost a decade, have customers and habits changed? Not really according to the store manager, who is careful to avoid any generalizations.

“There has always been a certain discomfort. Quite a few people didn't dare push the door. Even today, I see people passing the store three times before daring to cross the threshold. It remains a bit taboo and not everyone is necessarily comfortable the first time,” observes Amandine Bories. “Besides, the phrase I hear the most is: ‘I’ve never set foot in this kind of store’,” slips the manager. Which records numerous Internet orders from residents of Roannais.

But word of mouth still caught on. “Many customers are looking for advice and support to spice up their sexuality and we are here to understand their needs and provide the most suitable product, in complete kindness and confidentiality. Without judgment. Regardless of their gender, their practices and their desires. People are also reassured by the comments of other customers. » The address would even attract residents of the Lyon region.

More and more young people

A notable development, however: more young people would visit the store than at the start. “Some from the age of 18. We also receive small couples of 20-25 who are absolutely not bothered. They are looking to diversify their practices,” says Amandine Bories, who recalls that she does not sell any items to minors.

Precisely, in terms of products, here too, the essentials seem to keep the interest of customers: alluring lingerie, classic sex toys or the latest trends… “Accessories have evolved a lot, as with vibrators for women which offer pressure waves . Connected objects are also making a growing place by allowing people to have fun even remotely.” Board and card games are also becoming more and more popular. “This allows you to give ideas, to bring things up in a fun way, by opening up discussion,” observes Amandine Bories.

Which is not idle at the end of the year. After Valentine's Day, Christmas remains the most intense period of activity for the Roanne boutique.

Practical. Sublim'Love, 47 rue Émile-Noirot, in Roanne.