BRENTWOOD, Calif.—Things haven’t always gone the way Daniel Greenberg originally planned.
A few years ago, when he was recovering from a few major surgeries, he started giving serious thought about what to do with his life.
“I came up with the idea that I wanted to open a sex shop on the boardwalk in Venice, where there were people and tourists,” he said. “But then I started to research and found out everything closes up at 5 p.m.”
He postponed his store opening until he found a perfect spot on Lincoln Boulevard in Westchester, Calif. The store opened in 2013, with a mission of offering a clean environment and top-notch customer service. Shortly after opening, Danial met Brittany, the woman who would become his wife. Together, they worked the store, building it into a leading adult boutique that was even recognized with the AVN Award for Best Boutique in 2017.
But for the past few years, Daniel wanted to open a second location. The quest turned out to be more daunting than he first imagined.
“I was turned down so many times by landlords who didn’t even want to consider allowing an adult store,” he told AVN. “I would drive by a location and see a rental sign and call the number. I got turned down every time. It got to the point where I never expected anyone to entertain the thought.”
But eventually, someone did. And on Thursday, Jan. 9, Daniel and Brittany celebrated the opening of their second Cupid’s Closet location on Wilshire Boulevard in Brentwood, Calif.
The spacious retail space features plenty of brightly lit shelves with displays from leading companies in the pleasure products industry: We-Vibe, Womanizer, Tenga, Hot Octopuss, High on Love, Classic Brands, Sliquid and many more.
Luxury lingerie brands—including Bluebella and Forplay—line the walls near the front entrance, while pillars in the center of the main room house displays for various intimate products, including massage candles from Earthly Body and Jimmyjane, top-quality lubricants, and arousal creams and gels.
A second room to the right features glass toys from Pipedream Products, boxed lingerie, men’s toys from Doc Johnson and a selection of BDSM gear from Sportsheets.
The product selection reflects Daniel and Brittany’s goal to present only high-quality products to their customers.
“We don’t sell anything that’s porous,” Daniel told AVN during the grand opening celebration. “We won’t carry anything we aren’t comfortable with customers putting in or near their bodies.”
The Brentwood location is a showcase of modern, sleek retail design. Brittany and Daniel wanted to people to walk in and feel swept away. The store is beautifully appointed, well lit, and filled with the best products in the industry. The two stores are situated on the busiest streets in Los Angeles simply because its founders believe romantic boutiques do not need to be hidden in back alleys.
Additionally, the new location will host educational workshops focusing on sexual health and pleasure.
“Sexual health is very important, healthy and natural. Consensual sexual pleasure and experimentation should be enjoyed without shame!” Brittany said. “Individuals should embrace their own, and other’s, sexuality without judgment or embarrassment. Society tries to eradicate sexual difference, but we can work together to change that! I’m passionate about helping others feel comfortable with their own sexual identity, and making the world a happier and sexier place!”
As the grand opening event got underway, guests were treated to hors d’oeuvres of street tacos, taquitos and deviled eggs, as well as champagne. Gift bags with the company’s logo containing items from We-Vibe, Womanizer and pjur were available for every customer. And balloon displays in bright pink colors accented the space.
And while it took some time and plenty of flexibility on Daniel’s part, the new spot was well worth the wait.
“This location is everything I wanted to create when I decided to open a sex store,” he said.
Cupid’s Closet’s Wilshire Boulevard is now open for business, seven days a week, at 12201 Wilshire Boulevard, Los Angeles, CA 90025. Operating hours are 11 a.m. to 11 p.m. Sundays through Fridays, and 11 a.m. to midnight Saturdays. For more, visit CupidsCloset.com.
Photos by Michael Colbert
