Vibrators in the bathtub, dildos in the living-room, Geisha balls at the news-stand -- sex toys are coming out of the closet in France, and glam 30-something women are leading the trend.
"It's become a fashion phenomenon, if you haven't got a toy you're uncool," said Samantha Thouret, whose Yoba boutique, opened in 2003 in one of Paris' smartest districts, was the first of a string of new stylish adults-only shops to hit the city.
"We are not a sex-shop," stressed Patrick Pruvot, whose just-opened store on the other side of town -- Passage du Desir (Route of Desire) -- claims to be "the first dedicated to the sustainable development of the couple."
"We don't sell products, we sell ideas, ideas to help couples," Pruvot added. "A sex toy can help revive a couple that's in a rut."
Crowded with mostly young female shoppers, Pruvot's new love store offers erotic games and how-to books, love candles and lingerie, as well as dress-up Chippendale pants for him, and nurses uniforms and feather bras for her.
In the further interest of the pursuit of pleasure, the store boasts a love-coach, a sexologist, a specialist caterer for naughty soirees, and even pole-dancing classes.
"I very much favour this new concept," said Marianne Pauti, a doctor and sexologist who has just published a guide to good sex. "It overturns the sordid image of the old sex-shops and makes these new stores accessible to all."