Founder of Coco de Mer, Sam Roddick, tells marmaLADYa.com why she’s not a follow-up kinda girl and about the importance of being a lover…

What was the inspiration behind Coco de Mer?
The inspiration behind Coco de Mer was to transform the way society related to sex and sexuality and to inject love, pleasure and kindness into a soulless industry. To acknowledge that actually most people relate to their sex lives as a beautiful sanctuary, a place where they can connect with the people they love, rather than being embarrassed and shameful of their desires. I wanted to create somewhere that reflected the way I felt about my sex life – after all, for a lot of us having sex with someone we love is like a short vacation to paradise.

What challenges did you face setting up your own business?
Taking ownership and remembering that at the end of the day no matter what mistakes people make, the buck stops with you. There is an unforgivingness when you own something and at the same time total ownership is so important. The skills that I have learnt in business all come from being a mother. I hate managing people although I love all of the people that work for me. I wish I could show people what they need to do and forget about them, but there is so much follow up and nurturing that needs to be done. I am just not a follow-up kind of girl; I am the kind of person who is immediately onto the next project.

Is there anything you would have done differently looking back?
Yes, there are many things I would have done differently – maybe I would have gone on a course or two, employed people who had more experience and skills in the first couple of years as behind the scenes were a mess. I really didn’t know what I was doing but my survival skill pulled me through. Now I have a clearer idea…

What measures do you take to make yours an ethical business?
I make it my social responsibility to ensure that all of the products we stock at Coco de Mer are either from fair trade projects or are ethically sourced. For example, our spanking paddles are all made from sustainable wood and all other products are sourced locally from artisans.

Do you think women are guilty of not indulging themselves enough with gorgeous lingerie and toys for the bedroom?
I don’t know, I think we are all guilty of ignoring our relationships and not putting our creative flair into them. We are habitual creatures and have given more importance to our careers and our functions as a mother or as a worker than the importance of being a lover. The ironic thing is that being a lover is supposed to happen without the same kind of attention and yet it is the glue to a large proportion of our happiness.

What are your favourite garments and accessories at the moment?
My favourite things right now include cult San Franciscan brand In Fiore’s décolleté balm, which you put on your chest and it smells exquisite. We’re the only stockist of it in the whole of the UK.

What are your bestselling pieces?
Our glass double pleasure dildos and Flutterby vibrator which sells in huge quantities as it looks so beautiful and is re-chargeable with many different speeds.

Tell us a little bit about the salons you run?
Our salons provide a warm and relaxed environment where both single people and couples can come to learn more about sexual pleasure. Our salon teachers are experts in their field and continue to provoke thought, inspire and encourage sexual curiosities.

What plans are in the pipeline for Coco de Mer?
Some naughty movies, a re-vamp of our website and plenty more saucy After Hours events…

Where abouts do you live in London and what do you love about your area?
Kentish Town, I love the bustling high street and the sense of community I have with my neighbours although I am moving to Hampstead this year and am looking forward to spending more time on the vast expanses of the Heath with my daughter and dog Henry.

Visit www.coco-de-mer.co.uk to find out more.