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About Us

Pure Pleasure is a welcoming pleasure shop located in Santa Cruz, California, and is locally owned by Amy Baldwin and Janis Baldwin. The concept behind Pure Pleasure was developed by Amy and her mother, Janis, and was created out of the need for a more inviting sex shop within the Santa Cruz community.

At Pure Pleasure, our mission is to provide a comfortable place where people can shop for sex toys, as well as access resources to enhance sexual pleasure and wellbeing. We feature high-quality, non-toxic, phthalate-free adult toys, and also carry a line of vegan-friendly products. Pure Pleasure aims to promote sexual diversity, offering something for the pleasure inside us all.


Meet Amy and Janis, mother-daughter team of Pure Pleasure


Amy Baldwin- Before opening Pure Pleasure with her mom in 2008, Amy obtained a degree in Psychology with a minor in Human Sexuality from San Francisco State University, as well as 60+ hours of training from SFSI (San Francisco Sex Information) to become a Certified Sex Educator. Most recently Amy completed Barbara Carrellas' Urban Tantra Professional's Training, a 200 hour YTT as a Certified Hatha Yoga instructor, and is currently enrolled in Celeste and Danielle's Somatica Sex Coaching training. Amy is passionate about providing honest, accurate information to help people enhance their sexual pleasure and well-being. She runs her own blog and coaching practice, and also offers a Q and A section for any sex-related questions.


Janis Baldwin- Janis opened Pure Pleasure in 2008 alongside her daughter, Amy,  to support the wellbeing and healthy sexuality of the community.  To her, Pure Pleasure is not just a business but a philosophy in happiness through sex-positivity. She is a big advocate of communication (how else would you own a sex shop with your daughter?)  and in the belief that sexuality is ever evolving. She is the founder and director of the Pure Pleasure Sex-Ed program..


 Photo Frank Leonard