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About Us | Sh! Women's Erotic Emporium

The first women's sex shop in the UK, Sh! was founded in 1992 as an antidote to the sleazy, male-dominated sex industry of the time and has since driven the sea change that transformed views on female sexuality.

Described as "true pioneers" (The Observer Magazine) "ground-breaking" and "the best sex shop for women" (Time Out), our innovation was simply to create a welcoming, honest and informative enviroment, where women could comfortably talk about sex and sex toys.

Our mission, however, was something bigger: To inspire every woman to embrace her true sexual self. 

We believe it takes a woman to truly understand a woman’s sexuality, which is why Sh! is wholly staffed by women. With over 20 years of experience, talking intimately to women about all aspects of sex, we're experts in the field!

For us, sexuality is individual and unique, not a one-size-fits-all concept; We don’t dictate what's 'sexy' or pleasurable but help you discover what this means for you.

Our ethos, advice and products are firmly rooted in the reality of sexual pleasure and we put matching the right toy to each customer as top priority, along with providing top-notch, personalised service.

All this adds up to an uplifting, feel-good and tuned-in sex toy shopping experience, individually tailored to you. 



At Sh!, we’re proud to call women of all ages, cultures, sexual orientations and orgasmic ability ‘our customers’

Women aged 18 ~ 80 shop at Sh!, of every sexuality, ethnicity, and orgasmic capability and we treat everybody's sexuality equally.

Whether solo or in a relationship; straight, lesbian, bi, or proudly label-less, like to swing from chandeliers or prefer the missionary position, our goal is to help you explore, embrace and enjoy your own unique sexuality. 

We believe that sexuality is key to happiness and self-esteem and that good sex is everybody's right.

But we also understand it's not always a breeze. We've advised thousands of 'pre-orgasmic' women, along with vaginismus sufferers and survivors of cancer and rape on reclaiming pleasurable sexuality. Wherever you are in your sexual journey, you'll always be welcomed at Sh!

Woman-Powered, Everybody Welcome!

Sh! is 'female-focused', but that's not to say we're 'women only'. Our focus is wide and encompassing. We celebrate that sexuality and gender are not a 'one-size-fits-all' thing and recognise that not every woman has a vagina nor every man a penis!

Sh! welcomes all sorts of couples looking to explore and expand upon their sex lives whilst enjoying the friendly, sex-positive, and inclusive vibe!

Men are also very welcome and we have masses of male fans who love Sh!, appreciating our relaxed atmosphere, valuing our non-judgmental advice, and loving our toy selection, almost as much the women it was created for... Our sex toys are miles away from standard sex shop fare - no lady-lips in a torch, no blow-up dolls, nothing that equates male sexuality with being unimaginative - just cool toys that enhance pleasure.

We understand that choosing the right sex toy can be mind-boggling.

That’s why we cherry-pick all our sex toys and pleasure products for you, testing and rejecting those that don’t meet our exacting standards.

We won't carry products we consider unsafe, difficult to clean, toys that over-promise and under-deliver, or ones with a build-quality that won't stand the test of time.

Nor do we stock any old-school 'realistic' adult toys or items we feel are not pleasing to the female body or athestic.

The products that make our shelves are the best toys of their kind, in every category and price range.

We think that choosing between dozens of 'samey' toys is endlessly baffling and that's why a main criterion is that each toy we select must bring a unique quality to the table, or rather the bedroom!

Along with the best sex toys from around the world, we have our own-brand collection of exclusive and artisan sex toys.

Many of our sex toys and pleasure products are exclusive to Sh!, including specially-selected great-quality vibrators, from classic to designer-style for every budget.

Our own-brand range of Sh! lubricants is super sensual and paraben-free.

We're proud to say we're a UK manufacturer too; one of the few British companies hand-making artisan sex toys for our customer's pleasure...

In our London studio, we design and lovingly hand-craft our own range of 100% body-safe silicone dildos, comfortable strap-on harnesses in soft leather, and high-quality bondage gear in a range of beautiful colours.

These we send all over the world to customers looking for unique, innovative playthings that are miles away from the mass-produced products of other sex toy companies.

Experts in Female Sexuality for over 30 Years

We provide the most comprehensive and honest advice about female sexuality of any UK company.

Our guidance is individually tailored and our pressure-free environment encourages questions and discussion.

From the practicals of buying and using sex toys to wider information on desire, erogenous zones and orgasm, Team Sh! are highly trained to knowledgeably & individually advise on all aspects sex, sex toys, sexual health & pleasure...

In-store, our erotic classes give customers a better understanding and confidence in a range of sex & sexuality subjects and many of the classes are women-only, which allows women to explore aspects of their sexuality in a safe, empowering environment.

We're a Multi Award-Winning Sex Shop :)

We're ever so proud, pleased as punch, and beyond grateful to have been recognised for the very different way we do things.


In 2016 we won Best Individual Store (ETO Awards) Best LBQ Business ( Planet Awards) & Sex Shop of the Year ( Sexhibition Awards)

We won ETO Awards 'Most Innovative Erotic Store' a record 4 out of 5 years ( 2015, 2013, 2012, 2011) and Renee, our amazing manager has also been recognized as such - winning 'Best Store Manager' in both 2015 & 2014.

100 Best Shop in London (Time Out)

'Best Business' & 'Best Shopping Venue' ( Qype Awards )

'Special Judges Award Erotic Award' for being ' Best sex shop in town, possibly the world...'

Best Gay Shop Pink Paper Readers Awards ( the only women’s shop to achieve this award :)

Best Online Retailer, Best Adult Store (online) & Best Adult Store (high street'Best LBGT-Friendly Business' G3 Readers Awards

 Want to know more? Read more about the Sh! story here!