2008 Woodie Awards
Colvin revamps sex toy marketing tactics
Alumna provides woman's touch
By: Caitlin M. Foyt
Issue date: 3/26/08 Section: Lifeline
CMU alumna Susan Colvin never imagined she would one day be the founder and president of one of the leading sex toy distributors in the world.
Colvin, President of California Exotic Novelties, LLC, was one of the first women to enter the then-male-controlled industry and transformed the way sex merchandise is retailed.
"She's definitely changed the industry," said Al Bloom, director of marketing at California Exotics and a 38-year employee in the sex industry.
"It was totally male-dominated when she entered and she changed it by giving it a woman's touch. It was definitely a positive change - it brought the industry out of a male's perspective of what a woman is looking for."
Colvin received her master's degree in business administration in 1978 through a CMU off-campus program located in Hawaii.
"I already had a bachelor's in public administration and was teaching. CMU offered a program that worked with my schedule, and I worked long hours," she explained.
Her husband was in the Army, so the couple was constantly moving. When Colvin moved returned to her birthplace, she started a business management company called Jopin that assisted franchise companies with computerization during the time when PC's were first entering the business world.
"The company was successful - it was a great company, but it wasn't a product- based company," Colvin said. "A product based company makes much more sense in the long run."
At that time, her business partner's family happened to own an adult toy distributor and they needed assistance bringing the company up to date.
"I learned about the adult business jumping into an adult distribution company. As I worked with finances and resolved each problem, that's when a quarter of the business was adult novelties and that was the first time I was really exposed to adult novelties," she said.
Today, the color, size, shape and feature possibilities are infinite. But, there weren't many options back then.
Colvin, President of California Exotic Novelties, LLC, was one of the first women to enter the then-male-controlled industry and transformed the way sex merchandise is retailed.
"She's definitely changed the industry," said Al Bloom, director of marketing at California Exotics and a 38-year employee in the sex industry.
"It was totally male-dominated when she entered and she changed it by giving it a woman's touch. It was definitely a positive change - it brought the industry out of a male's perspective of what a woman is looking for."
Colvin received her master's degree in business administration in 1978 through a CMU off-campus program located in Hawaii.
"I already had a bachelor's in public administration and was teaching. CMU offered a program that worked with my schedule, and I worked long hours," she explained.
Her husband was in the Army, so the couple was constantly moving. When Colvin moved returned to her birthplace, she started a business management company called Jopin that assisted franchise companies with computerization during the time when PC's were first entering the business world.
"The company was successful - it was a great company, but it wasn't a product- based company," Colvin said. "A product based company makes much more sense in the long run."
At that time, her business partner's family happened to own an adult toy distributor and they needed assistance bringing the company up to date.
"I learned about the adult business jumping into an adult distribution company. As I worked with finances and resolved each problem, that's when a quarter of the business was adult novelties and that was the first time I was really exposed to adult novelties," she said.
Today, the color, size, shape and feature possibilities are infinite. But, there weren't many options back then.
Viewing Comments 1 - 2 of 2
WENDY THE FUN LADY
posted 4/20/08 @ 4:29 PM EST
I started selling Passion Party products over three years ago. I love teaching women how to bring romance back into the bedroom. Im happy to see more companies developing. (Continued…)
Sex Toys
posted 10/10/08 @ 12:53 AM EST
Passion Party products are very well manufactured sex toys, I have been using them for years now and I will continue on buying them as long as they keep making these great sex toys
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