PR and marketing was working for a company called Cotswold Outdoor in the UK, which sells outdoor activity clothes and equipment, such as hiking boots, active wear, camping and climbing gear.  What are some of the initiatives in your company that you’ve led that you’re most proud of?   Our events are a big one as they have been integral to changing perceptions and opening up more conversations around sex. It’s great to get a bunch of people, including media and influencers, in one room and see them start to relax and open up in this environment.  Most recently this was our Museum of Erotic Art, which we held at ChinChin in Sydney. We saw more than 30 journalists attend, alongside some of Australia’s best artists and 40 of our consumers. This not only provided Australian media and our customers an opportunity to experience Lovehoney’s culture and brand ethos, building brand trust, but also led to multiple coverage hits in mainstream media, and new opportunities for us to open up conversations around sexual wellness.  Another aspect is some of the marketing partnerships we’ve established with mainstream brands like W Brisbane, NakedWines and Benefit, bringing us into the mainstream spotlight and building our consumer base.  What have been some of the most surprising observations you’ve made since you began working in the sexual wellness category? I think one of them has to be the restrictions, attitudes and sensitivity that still exist in the sexual wellness space, especially when comparing the Australian landscape to the UK. Encouraging more open conversation about sex and normalising the topics of sex and masturbation is a huge part of what we’re trying to do at Lovehoney. We’ve come a long way but there’s still a lot more to do!  What do you wish more people knew about working in the sexual wellness category as a retailer? How rewarding and valuable the experience is. When recruiting we often find people are concerned about what future employers might think when they see that they have worked with a sexual wellness brand, but the skills you learn are invaluable and it’s just like any other job in retail. We are selling great products to consumers. It’s such an interesting and exciting space to work in, with new sex tech and developments happening all the time – and I think there is a lot more to come! What do you love most about your job? I love the challenges that this space brings and having to work more creatively and out of the box because of this. It’s also great being able to speak about topics that you wouldn’t usually get to delve into in most jobs and I’m learning new things all the time. As we always say at Lovehoney, you can never know enough about sex! Who is your retail hero and why?  Flora and Fauna founder Julie Mathers is certainly on the list – seeing what she’s done since starting Flora and Fauna, and her drive and passion is inspirational. Not only has she developed an incredibly successful business, but has done a lot of good for the plant – both with Flora and Fauna and by inspiring others business leaders to focus on responsible retail. If you could change anything about the sexual wellness retail industry, what would it be?  That more brands open up to this space and recognise sexual wellbeing as a core part of wellness for everyone, no matter what your sexual preferenjce or gender identity. In the last few years we’ve seen the likes of Cotton On, Flora and Fauna, Adore Beauty and David Jones entering this space, and more businesses embarking on partnerships with companies like Lovehoney. I’d love to see even more brands follow in their footsteps and join the conversation.  What’s your dream role? What would you like your retail journey to look like? Great question. Right now I’m really loving working in this space. I think there is still so much opportunity for me here. I’ve always loved the idea of working in the travel/ tourism space, or in animal welfare and conservation as this is something I’m extremely passionate about, so perhaps exploring these opportunities later down the line! Why she’s a rising star Natasha is one of Lovehoney’s global rising stars. From starting as a backpacker to now managing all aspects of the Australiasian marketing and PR teams, her drive to expand Lovehoney’s brand and promoting sexual wellness and inclusion, is second to none. Lovehoney would not be the market leader without her expertise and passion.” – Rob Godwin, Lovehoney