The 'Fifty Shades of Grey' Stimulus

E.L. James’s erotic bestseller means big business for the sex toy industry
Illustration by Christina Ung

In early May, at a suburban home in Chattanooga, Cindy Faulkner began unpacking one of several boxes, removing lingerie, blindfolds, massage oils, and dildos to display for the half dozen women gathered. Faulkner is a sales consultant with Ohio-based Pure Romance, the Amway of vibrators, and she was the guest of honor at a party of the sort one might normally associate with Tupperware. Before Faulkner could even finish unpacking, two of the guests began asking her about the Fifty Shades of Grey books, the bestselling erotic romance trilogy written by overnight British sensation E.L. James. Did she have any of the toys featured in their favorite scene, including a tickle and whip (a leather riding crop with a feather on one end), blindfolds, and a set of Ben Wa balls (a vaginal exercise device)? Yes. “It’s like waking a sleeping giant for some of these women,” says Faulkner, whose sales and party bookings have increased 15 to 20 percent in the past two months, helping Pure Romance’s 75,000 consultants set a pace for $120 million in 2012 sales. “My business is about to explode.”

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