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Clean, modern and minimalist — it’s an environment that’s sure proven successful for Apple Stores, showing off their products with minimal distraction. But Apple brought more to the retail sector than a trend toward futuristic white backdrops. Friendly and knowledgeable customer service was a huge part of their success, as it made even tech-fearful types relaxed enough to ask questions and learn more about Macs, iPhones and the like.

L.A. couple Brittany and Daniel Greenberg hope their new Brentwood store, Cupid’s Closet, will inspire the same kind of interest and comfort level, even if they are very aware that the kind of merchandise they carry makes this more of a challenge. The Greenberg’s store is a sex shop — or as they call it, “an adult store” — and they carry an array of tech-driven products designed to enhance sexual activity for couples and singles of all stripes and persuasions.

(Courtesy Cupid’s Closet)

“We felt there was a need for better adult stores in Los Angeles,” says Daniel, a Santa Monica native who met his wife at his first store near LAX. “Not just any shop though. The idea has always been to open a well lit, comfortable environment that destigmatized the idea of a ‘dirty sex stores’ by offering only the best products there are. We are very particular as to what products we carry.”

For the Greenbergs, sex toys must be body safe, as well as nonporous to make them easy and clean to use. Their products might not be the cheapest, but you get what you pay for, and when it comes to love, lust and happiness, why skimp? They also carry high-quality lingerie and top of the line adult goodies such as lubes, lotions and arousal creams packaged and formulated to entice the senses and maybe even inspire experimentation.

(Courtesy Cupid’s Closet)

“We’ve been going to adult shops from Van Nuys to New York City and found them to be dark, seedy and overwhelming with all the product,” adds Brittany. “They didn’t exactly make us feel comfortable. So our goal was to create a store that showcased only the best products in the adult industry. Everything we provide is to give you more options in the bedroom.”

The couple are out to take away the awkwardness and shame that is often associated with sexuality. Walk into the bright cheery store and the pair or their staff will immediately make themselves available for questions, explaining each device and what’s it’s used for in an informative way that should put anyone but extremely prudish types at ease. We all have sexual anatomy after all, so buying stuff to please it really shouldn’t be taboo, should it?

(Courtesy Cupid’s Closet)

“It’s extremely important for us to have a well educated staff that know what they are talking about,” explains Brittany. “So they [sales people] are all required to take a program to be certified in sexual health.”

They definitely know their sex tech here. During a recent visit, we were admittedly a bit daunted by the colorful array of gadgets on display. Some were easy to figure out (phallic-shaped vibrators for example) but others were a little more confusing, with curious shapes and doodads. We couldn’t figure out what went where, but Brittany explained each for us, and we came away with a newfound respect for the sex toy industry. Female pleasure appears to be on the forefront of most companies’ minds, which is not the case with traditional technology-driven products.

For Valentine’s Day, we asked the Greenbergs which products they recommend for couples to try and they listed the following — We-Vibe, Womanizer, Pjur, Jimmyjane, Femmefun — and two L.A.-based brands: Jimmyjane and Femmefunn. All are available at their stores.

While the original Cupid’s Closet won AVN’s National Best Boutique award in 2017, the couple is clearly out to break boundaries with their big new store. The 2,500-plus-square-foot open space has 20-foot vaulted ceilings and lit shelves to showcase its multitude of wares, which also include games and stuff like butt plugs, pleasure swings and paddles.

(Courtesy Cupid’s Closet)

“The goal has been and will always be to give customers a classy, clean, casual and comfortable shopping experience,” stresses Daniel, who adds that he’s always been a gadgethead, and with the Brentwood location, all his goals for an Apple-style shopping experience have been put into the space.  “In 2013, we opened our first store in Westchester with that goal in mind. Six years later, in 2020, we finally opened [this] second location and we’re extremely excited to be here, continuing to give something positive back to our Los Angeles community.” Sex positive, for sure.

Cupid’s Closet is offering a free gift with every purchase on February 14 (with coupon via their IG). 12201 Wilshire Blvd., Brentwood; Cupidscloset.com