About Us

Pure Pleasure is a welcoming pleasure shop located in Santa Cruz, California, and is locally owned by mother-daughter duo Janis and Amy Baldwin. 

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 offer adult Sex Ed classes. 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. Amy is  a Certified Sexuality Educator through SFSI (San Francisco Sex Information), a Somatic Sex and Relationship Coach with training through the Somatica Institute, and co-creator of the Shameless Sex Podcast. Amy has a passion for promoting shame-free, pleasure-based sexuality education while emphasizing the deep emotional and energetic forces behind great sex and intimate connection, offering everything from sexual how-to courses to Sacred Sexuality workshops.


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