About Us

Pure Pleasure opened its doors in 2008 in Santa Cruz, California as a welcoming pleasure shop owned by mother-daughter duo Janis and Amy Baldwin. As of September, 2019, Pure Pleasure has now transitioned to online-only.

At Pure Pleasure, our mission is to provide a comfortable place where people can shop for sex toys, as well as access resources to enhance sexual pleasure and wellbeing. We feature high-quality, non-toxic, phthalate-free adult toys, and also offer adult Online Sex Ed classes. Pure Pleasure aims to promote sexual diversity, offering something for the pleasure inside us all.

Meet Amy and Janis, mother-daughter team of Pure Pleasure.

Amy Baldwin - Before opening Pure Pleasure with her mom in 2008, Amy obtained a degree in Psychology with a minor in Human Sexuality from San Francisco State University. Amy is a Certified Sexuality Educator through SFSI (San Francisco Sex Information), a Sex and Relationship Coach with training through the Somatica Institute, and co-creator of the Shameless Sex Podcast. Amy has a passion for promoting shame-free, pleasure-based sexuality education while emphasizing the deep emotional and energetic forces behind great sex and intimate connection, offering everything from sexual how-to courses to Sacred Sexuality workshops.

Janis Baldwin - Janis opened Pure Pleasure in 2008 alongside her daughter, Amy, to support the wellbeing and healthy sexuality of the community. To her, Pure Pleasure is not just a business but a philosophy in happiness through sex-positivity. She is a big advocate of communication (how else would you own a sex shop with your daughter?) and in the belief that sexuality is ever evolving.

*May not combine with other offers and discounts. Some exclusions may apply. Offer may change or end without notice. While supplies last. Online Only