Ah, the joys of shopping for a new toy.
Artist and sex educator, Zoë Ligon, has created a sex positive and non-binary toy shop in Detroit that welcomes all “identities, curiosities, and experience levels.” Many sex and toy shops are very focused on gendering their products and Zoë, who also welcomes humor and sex, strives to steer away from the norm and how toys are “supposed to be” or how they should be perceived.
As a fairly new shop — Zoë began her business in 2015 — Spectrum carries a variety of toys as well as kegel exercisers, silicone dilators, packers, and harnesses.
After admiring Spectrum Boutique’s aesthetic, product description, and affordability, I got the chance to speak to Zoë via email.
When and why did you decide to open Spectrum Boutique?
I was inspired to open Spectrum Boutique in the fall of 2014 when I first visited Detroit. I had a very negative experience shopping at a sex toy store in the suburbs of the city; the person helping me made very rude remarks and assumptions about my sex life based on what I was purchasing, and immediately I thought, “Heck, we really need a sex-positive education-oriented sex shop around here!”
How has your journalist and writing background helped you when curating the experience at your store?
I think writing about sexuality so publicly has allowed folks to open up to me a lot more than they would otherwise. Since I put so much sensitive personal information out into the world, it encourages others to feel comfortable discussing these same topics with me. I already had a pretty good grasp on the world of toys before I began writing, but now that people are constantly contacting me asking for advice, and these are often folks from outside of the U.S., I have a much wider grasp on what people are interested in. When folks order toys from Spectrum, they often contact me personally with their feedback, which helps me gauge what types of products I should add to our inventory or discontinue. Since there are so many crappy and mediocre sexual products out in the world, I’m all about finding and selling the toys that receive the most positive reviews.
Where do you find the brands that you stock?
I usually peruse sex toy blogs and read lots of customer reviews before deciding to carry a brand or product. I just returned from a sex toy expo that’s solely attended by retailers like myself, and I got to check out a bunch of new brands and meet all the folks I already do business with. Having a personal connection with the people who make and design the toys makes my job a lot easier and encourages me to support brands that have ethics I identify with.
Which one of your vibrators would you recommend for a first time buyer?
For a first time vibe purchase, I always recommend a toy that is versatile. If you’re not sure what you like in the vibrator realm, it’s good to have options. The Mona 2 and Uma are very popular for first time buyers because they can be used internally or externally, and they also make great g-spotters. Additionally, they are both waterproof, rechargeable, and easy to control. I think it’s better to splurge on a toy that has more features — sometimes people just go for the cheapest option available, and when that toy craps out on them it leaves them with the impression that all vibrators are like that. That’s why I only carry the things that have a good track record!
My personal favorite toys are the Magic Wand and Pure Wand. The Magic Wand is a classic vibe that has been around for decades, and it one of the most powerful toys on the market. The Pure Wand is a stainless steel g-spot/prostate dildo that provides direct, intense stimulation and it a great tool for learning how to squirt!
You’re also an artist. How do you find time for managing your writing, store, and visual practice?
In the past year I’ve been going out a lot less because I’ve been so driven by my desire to write, create art, and manage Spectrum, but I still somehow have plenty of time to goof off. I have a really great team of folks I’ve hired to help me run the shop, which has allowed me more time to focus on my art and writing, which in many ways is a part of what fuels Spectrum, too. Each of my practices fuels the other — after all, they’re all about sex! Spectrum has been a great way to approach my art and writing from a business perspective, and I think it also helps people take my work more seriously. Since I’m so young, I’ve had a lot of people in my personal life who treat me like I’m just some piddly little hipster trying to express herself sexually (which I guess is true, on the one hand) but now that I’m running a business, my art and writing is taken a lot more seriously. They’re kind of like my own little sexual trinity; business, writing, and art!
How do you think the physicality of walking into a toy shop compared to purchasing items online affect the shopper?
There are definitely a lot of toys that you need to see IRL in order to grasp how awesome they are. The vibrational qualities of different brands isn’t something you can ascertain from just looking at a photo of it. That’s also where my writing comes into play; I am always trying to find ways to describe the physical qualities of the toys that you can’t see with your eyes. I don’t think the preference of shopping online versus in person has to do so much with age. Some people just prefer the ease and privacy of shopping online, and some want to check out the toys, hold them, and compare and contrast that way.
Where do you see Spectrum Boutique in the future?
I hope Spectrum continues to grow and expand at the rate it’s already growing at — I’ve already been so surprised and encouraged by how many people are aware of us, and we’re already getting a lot of international attention. I’m still working to expand our inventory and make our site as user friendly as possible, while also making sure I answer every single question that comes my way. I always want people to have the ability to receive personalized help from me or one of the other sex educators in training that work with me. Yeah, you could buy them at Amazon, but no one at Amazon will chat with you at length about the nuances of all the different toys available, or talk you through any sexual advice questions you might have. Since the internet is becoming more and more intertwined with the real world, I’m seeking to make the experience of shopping with us online as personal as possible. Definitely expect a video series and podcast from me in the near future!
Any advice for young business owners?
If you’re interested in starting your own shop, do your research! I’m not just talking about toys — research the laws of the area you’re looking to operate in and anticipate that you’ll get a lot of doors slammed in your face. Banks will give you trouble. Creditors will give you trouble. People won’t want to rent spaces to you. Don’t let that discourage you, and keep at it until you actualize your dream! Being in the adult industry is tough as shit, but don’t let it get you down. You’ll be surprised at how many people will say “yes” if you just keep searching.
Keep up with Spectrum Boutique on Facebook, Instagram, and Twitter and read Zoë’s writing on Refinery29.
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