Finweek English Edition - - COVER STORY -

But what ex­actly is Fin­week talk­ing about with this ‘sex’ is­sue? What do we mean when we start talk­ing about the busi­ness of sex? For the sake of this ar­ti­cle, we’re defin­ing sex loosely so that it in­cludes any­thing and ev­ery­thing from the cross­dress­ing pros­ti­tutes in Sea Point to the pole danc­ing ath­letes in Sand­ton, who are hope­ful that this com­bi­na­tion of dance, art and gymnastics will be­come an Olympic sport.

For pur­poses of def­i­ni­tion, we be­lieve the busi­ness of sex in­cludes lu­bri­cants, sex toys, pornog­ra­phy, books, ed­u­ca­tion, ad­vice, en­ter­tain­ment, health and ad­vo­cacy. It runs the gamut from the out­lawed and down­right smutty to the art­fully erotic and slightly sug­ges­tive. It in­cludes all vari­ants and niches, although it’s (ob­vi­ously) im­prac­ti­cal to in­ves­ti­gate the full depth of the busi­ness.

But gay, bi, straight, trans, les­bian, pan or poly makes no dif­fer­ence to us. Whether it is BDSM, BBW, swing­ing, voyeuris­tic, ro­man­tic, vanilla, vir­tual or real world, like true econ­o­mists, we’re im­par­tial. We’re tak­ing a cold hard look at the money trail and con­sumer be­hav­iour – we’re not mak­ing value judg­ments.

Now that the bound­aries have been es­tab­lished, let’s get back to the cre­ation of that ladies’ sex store, Lola Mon­tez. It was 2003 when Gor­don lit­er­ally started sell­ing sex toys from a pink suit­case. “It started with par­ties for friends, and peo­ple

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