I wrote a piece on L'amour Shoppe that got killed by the publication. It makes sense, it is a conservative publication and the article is frank about sex.
My favorite part of writing this was my time interviewing the very charismatic worker, Anthony. This piece would have been different (more freewheeling, dirtier) if I hadn't been writing it for this pub, but nevertheless I feel like it should see the light of day. I feel bad about the 2 employees taking time to talk to me and then not knowing why they never heard anything else about it.
Also, I did not include that two workers were murdered in robberies in L'Amour Shoppe in separate incidents in the 80s. Well, one was actually the friend of a worker who filled in while his friend took a break and was murdered by a robber. Very sad.
L’Amour for Sale
Forbidding on the outside, with blacked out windows on which the extensive hours (9am-1am every day) are scrawled, the interior of L’Amour Shoppe is a cheerful, well-stocked oasis of sex positivity.
On the day this reporter visits, that vibe is emanating from salesclerk Anthony Chiaramonte, who has worked for the L’Amour Shoppe for seven months, after a long career in retail working for other adult shops –but also selling everything from marijuana to solar panels. With the long, straight hair of a rocker and elegantly tapered nails, Chiaramonte explains that selling sex toys is not that different from selling anything else, except that the goal is not a new pair of sneakers, but “orgasmic pleasure”.
As for why in this era of one-day Amazon Prime deliveries, folks still come in to purchase an item that might cause some a bit of embarrassment, he enthuses, “It’s all about that old school touch and feel and to put it in my hands really familiarize myself with what I’m getting…the people who come in here for the first time, they’re walking on eggshells and ready to ask a ton of questions but don’t know where to start. I’m definitely that person to ask…this is sex it should be FUN, and it should be pleasurable, and it should bring a smile to your face so let’s talk about it and see what’s out there and let’s talk about the possibilities.”
One such couple, seemingly in their early 40s, enters while he’s being interviewed, with the female in the couple sending the man in first to scout out whether it’s safe inside. She says, “The front is so 1980s, I was like, ‘I don’t think they have anything in there honey. And he said, ‘I’m just going to go look.’ Then he comes out and he says, "It's just normal: normal people, normal stuff.” Within moments, Chiaramonte has them relaxed and laughing giddily, as he says, “I’m like a marriage counselor and a sex therapist and your best friend all in one” as they browse.
It may be the personal touch (and free batteries, for toys that require them, although most these days are USB rechargable) bringing folks in to L’Amour Shoppe, and the market for sex toys is only growing. According to a market research firm, US sex toys sales (the US accounts for 33% of all sales globally) reached 12.6 billion dollars in 2021, and are projected to grow over 7% by the year 2026. Further, this firm concluded that the association of masturbation with wellness and self-care, the lessening of stigma around male-focused sex toys, and the increasing acceptance of the LGBTQ+ community are some factors behind this increase in sales.
As he gives a tour of the merchandise, Chiaramonte’s observations back up this research. He said some of the top sellers for women are brightly-hued, silicon-coated clitoral suction toys that are a variation on the rose-shaped toy that went viral on TikTok in 2022. Sex toys have gone so mainstream that this shape of toy was reviewed on the NY Times Wirecutter product review page; a suction-type toy is also sold on Gwyneth Paltrow’s trendsetting wellness website Goop.com.
Blunt, but never vulgar, Chiaramonte says from his time working in similar shops since 2004, he has seen the most increase in one genre of toys, “Butt. Twenty years ago it was so taboo, you were part of the butt club or you were not…That’s where I’ve seen the most growth in terms of technology and interest, especially hetero couples."
Chiaramonte shares staff theories about the history of the building, including the thought that it was a Chinese restaurant at one point, but a search of newspaper archives reveals that the building was built in the 1930s and was initially Hewitt’s Grocery Store. After that it was Fancy Shirt Laundry, which became Fancy’s Adult Books and Things in 1978. The first record of L’Amour Book Shoppe is in 1986 (a year in which the city shut down their peep-show booth, as well as four others in Sacramento).
L’Amour Shoppe is more accurately termed L’amour Shoppe #7: the owner, Steven Weiner, owns 6 others throughout the state from Santa Clara to Modesto, and other sex shops as far-flung as Texas. He declined to be interviewed for this article.
Winona Fulgencio manages L’amour, as well as Weiner-owned Intimates and Adult Bookstore in Lodi. She left the medical field, saying she needed a “mental break”, and started working at the Lodi store early in the COVID-19 pandemic. Within 3 months she was a manager there and then became the manager at L’amour in late 2021.
She does research to find the hottest new toys and also relies on friend’s recommendations, she says the job is “rewarding…it’s a good company to work for.”
As to the forbidding exterior, she said that COVID stalled a planned facelift, “Corporate is trying to figure out a way to revamp…make it a little nicer.”
Asked to sum up her message for new customers who may be wary, Fulgencio echoes Chiaramonte in saying that there are benefits to seeing a toy in person, “A lot of people complain that when they order a toy off of Amazon it’s not what they like. They throw it away and come see us. They can test out the toys and see what they like. Or they come for lube or lingerie, and remember that we helped them…we’re trying to instill that we’ve changed management and we can provide customer service.”
