Feminique Boutique, More than a Sex Shop

owner Jill McDevitt recently when she wanted to change her sign to include her new motto,

Residents of the borough called the motto and the new sign that included the outline of a female body with a heart over the genital region obscene and unnecessary

“I didn’t think it would be such a huge thing,” McDevitt said.  “I’m looking to revamp my business.  Some people think I’m just a trouble maker, but every minor change I make as a business owner is so public.”

The Feminique often gets labeled as a sex shop.  It does sell toys and lingerie, but McDevitt argues that is only part of the services her shop offers.

“I would say that the retail only makes up about 10 percent of my business,” McDevitt said.  “If you buy a piece of high quality lingerie or a toy it’s going to last you a long time.  So I teach a lot of classes, and last year I had over 170 speaking engagements.”

McDevitt’s true passion is education.  She holds an undergrad and a master’s degree in sex, and she will complete her doctorate in sex by the beginning of the fall.

“I will be the only person in the world with three degrees in sex,” McDevitt said. 

Her mission is to spread a sex-positive message through her classes and speaking engagements.

“I want people to feel that sex is part of life, and that it can be enjoyed,” McDevitt said.

For example, one of the classes McDevitt teaches is for seniors.

“I teach a class to people in their 80s whose spouses have died,” McDevitt said.  “They’ve been with the same person for so many years, but maybe they’re ready to get out there again.  I help them navigate through that.”

McDevitt also teaches a class aimed at parents on how to give “the talk.”

“I think every person can benefit from a class,” McDevitt said.  “There’s always more to know.”

Besides education, McDevitt also teaches awareness.  She donates five percent of her profits to putting a stop to violence against women, and she travels around the world trying to help high-risk women.

“I recently went to the Dominican Republic and talked to grade-school girls who were at high-risk of ending up as part of human trafficking.”

McDevitt believes that proper sex education can lead to a better life and a better society.

“Societies without a lot of sex education also tend to have an excessive amount of rape,” McDevitt said.  “They don’t value women.  Societies that understand sex better value women, and they agree that women can have sex without labels being attached to them."