Janis and Amy Baldwin – Pure Pleasure

“Amy was going to school at San Francisco State studying psychology and human sexuality and she called me one day and said, ‘Mama, I have this great idea. We can support health, wellness, and empowerment through positive sexuality by opening up a shop in Downtown Santa Cruz.’ At that time, there wasn’t anyone doing sex education here. We don’t just do sex toys and sell sex toys. It’s not just retail. We also offer sex education classes almost every week. We wanted to create that resource for people to come and access information around sexuality—information that’s otherwise really hard to find. It’s just unfolded and now we’ve been open for 10 years.”

– Janis & Amy Baldwin

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