This article originally ran in the July 2019 issue of Intimate magazine. To see the digital edition, click here.
A quarter-century ago, when Susan Colvin decided to start her own business, vibrators were still known as “adult novelties.” But the biggest novelty introduced by her company, then called California Exotic Novelties, was the idea that sex toys should be colorful, fun and appealing to female consumers. These days, most adult boutiques are places where women can comfortably browse shelves that overflow with elegant pleasure products. But Colvin remembers a time when that wasn’t the case—and she’s proud of the role she and her team played in the transformation of an industry. CalExotics will mark its 25-year milestone at the July Adult Novelty Manufacturers Expo. The trade show will be held July 14-16 at the Marriott Burbank Airport. Below, Colvin answers a few questions about the company.
What’s planned for your 25th anniversary?
We wanted to bring our customers and friends together for a fun celebration, and what better time to do so than during the summer ANME show? Our celebration will take place at Universal Studios Hollywood. The party will begin with brunch and follow with a day to enjoy the rides and shows at Universal Studios. We are so excited to celebrate with everyone who has supported us throughout the past twenty-five years.
You’ve broken a lot of ground in the past. What do you think sets CalExotics apart the most in today’s marketplace?
We’ve had many famous firsts, some of which include releasing the first line of waterproof toys, offering manufacturer warranties, and having an all-female team of product developers. Our most notable famous first was the introduction of feminine colors to our pleasure products, including the first pink and purple vibrators. At the time, people thought we were crazy. Twenty-five years ago, most products came in plain, dull colors, with packaging that did little to inspire women’s desire. So it’s understandable why others in the industry considered it unthinkable to release products in vibrant colors like pink and purple.
Oh, how things have changed. Now everywhere you look, you can see pleasure products in pinks, purples and other bold colors. It’s incredible to see how one change made by CalExotics turned an idea into an industry standard. I am very proud of this. I knew our brand could make a huge impact in the marketplace if we tailored our products to be more inclusive. Twenty-five years ago, we set out to do just that.
What sets CalExotics apart from most companies today is our desire to bring happiness to people’s lives, our drive to always put our consumers first, and the amazing team we have at our company. The combination of these three is what’s made our business successful and what continues to help us thrive.
How competitive is the industry these days? How has your competition changed?
Twenty-five years ago, this industry didn’t have female-friendly pleasure products. It was a section of the market that was overlooked and underrepresented. CalExotics helped fulfill that need with products that catered to all consumers, including women.
The industry has changed tremendously; a lot of it is very positive. These days, there are products for almost every kind of consumer. CalExotics is proud to be part of this groundbreaking turn in the history of pleasure products. Our company helped pave the way for many of the new sex toy companies today.
There’s plenty of competition within the industry, but CalExotics is an award-winning brand recognized around the world. Our core values, high-quality products and exceptional customer service are what set us apart. In every decision we make, we always put the happiness of our consumers first. It’s been an integral part of our vision since the very beginning.
Above, Susan Colvin with members of her team at ANME, where the company promoted its California Dreaming line of vibrators.
How long has Jackie White been working alongside you?
Jackie White worked with me at a distribution company, CPLC, before I started CalExotics. When I decide to start my own business, I asked a few key people to join me, and Jackie White was at the top of that list. She is one of the most dedicated, hardworking, creative and determined people I know. She has been an integral part of the CalExotics team, and CalExotics would not be the successful company it is today without her help.
Tell us about other core members of your team. And what are the most important traits that you look for in a key employee?
As a CEO, I look for team members who are smarter than me. I want to build a team of people who have the knowledge and experience in areas I may not. I also look for team members who are loyal, hardworking and determined to succeed.
I’ve been so fortunate to have the most incredible team by my side. They are devoted, diligent and they strive to push CalExotics to the next level every single day. I’m also fortunate to have many team members who have been with the company for the past fifteen, twenty and twenty-five years.
Lupe Martinez, an international business development executive at CalExotics, has been with the company for fifteen years. If you ask anyone who knows her, they’ll tell you Lupe is 100 percent dedicated to her customers’ satisfaction.
Austin Ferdinand, an international business development executive at CalExotics, has been with the company for thirteen years. He is one of the most hardworking people I know. Austin often travels across the world to meet with customers and provide that added personal touch.
Nichole Grossmann, director of marketing at CalExotics, has been with the company for eight years. She has risen through the ranks and now leads our marketing team. Driven to keep CalExotics in the spotlight, Nichole is always finding new and unique ways to grow the clout of our award-winning brand.
Jared Colvin, director of operations at CalExotics, has been with the company for fourteen years. He is an efficiency expert and ensures that our warehouse operates smoothly. He works hard behind the scenes to make sure our production process is flawless.
Many of our other departments are led by veteran team members. Our director of new product development has been with CalExotics for nine years, and the director of private label has been here for 23 years.
We also have eight team members who have been with CalExotics since the beginning, including myself, Jackie White, Howard Metz, Jennifer Jackson, Nam Nguyen, Gregorio Tamayo, Carlos Villegas and Enrique Villegas.
CalExotics founder Susan Colvin
The art of packaging is central to what CalExotics does. What are some of your favorites from over the years?
We work hard to create designs that engage and excite consumers while also staying true to our mission. On almost every CalExotics package you’ll see our company story. Our goal is to build a connection with the people using our products, and what better way to do so than letting them get to know us better.
Over the last 25 years, we’ve had some incredible packaging designs, and many of them have received awards. Our Scandal collection was awarded the Creativity 44th Print and Packaging Award, our Mini Marvels collection was awarded the Creativity 47th Print and Packaging Award for outstanding creative design and our California Dreaming collection was awarded the Creativity 48th Print and Packaging Award for outstanding creative design.
These three collections are some of my favorites when it comes to packaging design. They feature bold, striking art that easily catches the consumer’s eye. Their vibrant colors and breath-taking imagery is one-of-kind, just like our brand.
CalExotics has worked with many experts in sexuality. What changes have you seen in the evolution of ideas about sexual wellness over the years?
We’ve worked with many experts in sexuality over the years. We’ve partnered with some to create product lines and others to help educate the consumer. CalExotics is committed to sexual health and wellness, and these types of partnerships only strengthen that commitment.
One of our first partnerships was with Dr. Laura Berman. We partnered together to create the Dr. Laura Berman Intimate Basics collection. This collection of products focused on sexual health and wellness. Dr. Laura Berman is a world-renowned sex and relationship expert, best-selling author and a leader in her field. This was a perfect partnership and has been going strong for over 14 years.
Today, we’re working with Dr. Jill McDevitt, our resident sexologist. Dr. Jill is the only person in her field who possesses three degrees in human sexuality. With these credentials and her vibrant personality, we’ve been able to help so many people. Dr. Jill provides education on sexual health and wellness through online video tutorials, product reviews, how-to tips, and more.
Talk about your charitable work—it seems to be a big priority for the company.
Charitable contributions are incredibly important to CalExotics because we believe in giving back to our local community. We want to make an impact and help enrich all lives. Over the last 25 years, we’ve donated staff time and resources to assist several charities in need.
Our mission of promoting and supporting sexual health and wellness also transcends to our charitable work. One example is our unique and inclusive Inspire line. We’ve partnered with Living Beyond Breast Cancer (LBBC) to create the stunning Inspire collection. These products aim to improve the lives of women impacted by breast cancer, with a portion of the proceeds benefiting LBBC.
LBBC connects people with trusted breast cancer information and a community of support. They assist people with all types and stages of breast cancer.
In addition to supporting LBBC, we also support many local and national charities. These include the American Cancer Society, American Red Cross, Free Speech Coalition, Living with Change, Priceless Pets and more.
How do you keep up your passion for running your company? What drives you?
It’s easy to be passionate about work when you love what you do. I love helping enrich people’s lives and helping them discover how to take charge of their happiness. I’m also extremely passionate about promoting sexual health and wellness with our products. I believe the items we create bring joy, help romance bloom and leave our consumers feeling fulfilled in their lives. This is what life is all about, and this drives me to be better every single day.
My CalExotics family also helps drive me. I’ve known many of the people here for over ten, fifteen and twenty-five years. They’re one of the reasons why this company is so successful. As a business, you can have great ideas, great products, but it’s the people who make a company great. They’re the ones who put the heart and warmth into what you do, and I believe we have the best team in the industry.
