UP CLOSE AND PERSONAL

With Valentine’s Day coming up, why not get yourself a little gift? These two female-led businesses have just the thing, whether you’re in a relationship or flying solo.

- CHARIS TORRANCE

Play With Me

Carmen Ely

STARTUP COSTS: ‘I kept these to a minimum,’ Carmen says. ‘Using my own laptop, I saved money by creating my own website. My biggest expense was buying the products, because you can’t launch a store without them!’

It was a failed marriage, of all things, that led to Carmen Ely launching an adult intimate store. With a background in project management and a new-found passion for finding accessories that help you embrace your sensuality to enhance your sex life, she’s on a mission to change how we see adult toys.

CURRENT TURNOVER: ‘I would say, month-on-month, we’ve increased our turnover by 33%.’

How did Play With Me come about?

The idea started 12 years ago after a colleague mentioned to me how difficult it was for her to even park her car outside an adult shop, let alone going into one and buying something. It got me thinking: how great would it be if you could buy these products online? At the time, however, I was focused on climbing the corporate ladder, being a new mother and fighting for my marriage. Intimacy is one of the most important ingredients in a relationship, and it was lacking in mine, causing a lot of emotional strain. I didn’t know how to fix it. Eventually, I ended up getting divorced and embraced being a single mom. Around the same time, my mom passed away after a 10-year battle with cancer, and her death changed my whole perspective. I felt like I was a quarter of the person I was meant to be. I walked into the marketing director’s office and told him I was resigning. I had no clue what to do next, until a friend reminded me of the big plans I’d once had.