Desirables, a successful bet

As the feast of love – Valentine's Day – approaches, it is natural for us to put the spotlight on a company that is directly linked to it, Désirables . I had the pleasure of talking with Isabelle Deslauriers, a passionate entrepreneur who works in a field that at first sight is little coveted and unknown. Désirables combines romanticism and softness to offer you erotic objects with clean lines.

Entrepreneur profile: Isabelle Deslauriers

As the daughter of an entrepreneur, Isabelle grew up with the will and the firm conviction that she too was going to make her way and be her own boss. Without having a precise idea to realize her ambitions and given her young age, she immersed herself in studies and opted for a bachelor's degree in industrial design.

The studies

Halfway through her journey, when the time comes to think about her final project, her friends challenge her to market sex toys. Already, it is quite a challenge to propose solutions to various problems in front of a pool of future entrepreneurs. Imagine when dealing with such a controversial subject. Without rejecting the idea, she addresses the sexualization of objects during a course in designer ethics. Indeed, it is an open secret, the industry tends to gender products. Through this course, she realizes that she has a good lead: forced to admit that this field raises certain questions, whether on an ethical or ecological level, she feels even more challenged by the challenge.

If she quickly obtains the blessing of her parents, who finance her studies, the battle is not so easily won on the side of her educational institution, given the taboo surrounding the subject. It is thanks, among other things, to the support of a professor and to the fact that it is a logical follow-up to her ethics course that she can go ahead. She is thus making history in Quebec by proposing a final project dealing with eroticism for her baccalaureate.

Pitfalls and victories

Although Isabelle is a born go-getter, her career is marked by many pitfalls. His first year of research proved difficult: many people felt uncomfortable with the subject. She also sets ethical limits to frame her project. She is aware of the enormous challenge involved in her choice to market a less 'socially acceptable' product. In total, it's 6 months of research and 2 months of prototyping that lead her to the creation of her first product. Wishing to offer a thoughtful product, she studies all the spheres that revolve around her product, whether physiological, emotional, cultural, spiritual, etc.

Little by little, ideas are formed. In its foundations, it aims to support couples by providing them with the keys to learning. She wants to allow partners to improve their intimacy by bringing sex life back into their daily lives, all without discomfort or performance. The key to success is to allow individuals to get to know and discover each other so that everyone can benefit from it.

Products without stereotypes

Ethics and quality

To achieve this, Isabelle proposes to break down the stereotypes found in mass distribution in sex shops . Bye bye latex and phthalates, two products harmful to health and used in quantity as components by industry. By opting for Limoges porcelain, it offers a healthy product for the body and transparency for customers. Especially since it is possible to offer a 100% Quebec and entirely sanitary product. And yes, she is a ceramist who meticulously works her desirable objects with an industrial and refined look.

slowsex

Motivated by her research, she makes a courageous and thoughtful decision. She puts popularity aside and says no to vibes. Strategically speaking, it's a risky bet, but the supply is scarce. It therefore rejects everything that surrounds performance and speed. She bets on slowsex! In harmony with its leitmotif, we are talking about tools for exploring and discovering pleasure. In her online store, you can get the intimate explorer, massage stones, candles and massage oils.

A soft and romantic branding

It also waives various distribution partnerships. She prefers to maintain her healthy image and support her clients herself by having full control of sales. It can be said that Isabelle definitely succeeds in breaking the stereotypical mold that we have of sex toys. She charms us with a current and chic product.

Even at the level of its marketing, we are far from what is done 'traditionally'. It is then easier for us to identify with what is offered.

Désirables conveys the message of a soft and romantic product. She confirms that this image is very important to her. Quietly, she makes her way without being able to use the digital media offered given the nature of the product she sells. Any web marketing or platform such as Facebook cannot be considered as their business is classified for adult/eroticism. She must constantly use her imagination to break through and reach her clientele.

The following

The news

Always aiming to diversify the offer and following a partnership with a lingerie company, a kimono will soon be offered on order. Isabelle will soon be offering boudoir accessories made of raw silk and high-end lace.

Kaolii

In the same vein, Isabelle will launch a new company, Kaolii, in the coming months. The latter will complement the service offer already in place, by dealing with the specialized rehabilitation component at the level of pelvic rehabilitation. This new company will keep the same guideline and will be just as streamlined as Désirables, but will combine the expertise of physiotherapists.

The events

If you want to see the unique products offered by Désirables and thereby enhance your Valentine's Day, you will find them at the Erotic Art Market in Mile-Ex on February 14th.

We can conclude by saying that Isabelle has succeeded in creating her own target market by advocating a soft image that sticks to our lifestyle.

For the curious, I invite you to consult the Désirables member file . For those who wish to take time with their partner and make room for discovery, you can purchase the products here .

In addition, a contest is currently underway on Facebook and brings together several companies with women as leaders. You have the chance to win products from Désirables , Lecavalier Petronne , Love & Beyond , Luna Oil Organics and Le Coffret de Rachel .

Reviewed by Louise