Wia Profile Sandra Bruce

“A good-looking product is important, but it means nothing if the quality isn’t there,” explains Sandra Bruce, co-founder of adult e-tailer SheVibe. “Customers are spending their hard-earned money. They deserve to feel they’ve received good value.”

The comic book style has not only defined our brand, but has also allowed us to inject a sense of humor and empowerment that our customers have come to love.

Indeed, few retailers have been as lauded for their devotion to providing value as SheVibe. Over its 20 years in business, the company has been recognized for its commitment to ethical production, informative sex-ed messaging and attentiveness to customers’ needs, making it a go-to for shoppers.

For Bruce, much of that consistency comes down to that crucial “Get your hands dirty” ethos.

“The partners and I have always been actively involved in every aspect of the business,” she affirms. “We didn’t hire our first employee until almost 10 years in. We’ve always operated with a lean and efficient model, doing everything in-house — from marketing and graphics to coding and order fulfillment.”

As a result, Bruce says, the company has remained nimble and adaptable.

“Our hands-on approach allows us to maintain tight control and a high level of organization,” she attests. “We look for significant market trends and patterns, and when we see something that requires a strategic shift, we can make a collective decision and implement it quickly. We’ve also been willing to make tough, data-driven decisions, including revamping our business model and updating our tech stack, to ensure the longevity of the business.”

With two successful decades in the rearview mirror, it’s fair to say that SheVibe has achieved longevity. More importantly, however, the company has continued to reflect the original mission behind its founding.

From the very beginning, Bruce and her husband, Thor, set out to build an adult store that would stand out. She had been a mortgage refinancing contractor, while he had previously owned a chain of cellphone shops. Putting their entrepreneurial heads together, they let their “starry-eyed newcomer” dreams lead the way, envisioning a website that genuinely prioritized consumer wellness. Their plan was to build quality offerings one product at a time, scrutinizing each — with a special focus on who was actually shopping for vibrators.

“When we first conceived of SheVibe, we wanted to create a space that focused on women’s pleasure, which was not the industry standard at the time,” Bruce notes.

SheVibe has also long been a vocal advocate for safer sex toys, and Bruce has personally worked with well-known review bloggers like Dangerous Lily and Hey Epiphora to amplify the call to eradicate unsafe materials like PVC from the industry.

That dedication to looking out for customers is also reflected in the site’s playful comic-book graphics, which include mini superhero adventures.

“We felt that building our site categories around dynamic, diverse, female superheroes would be the perfect way to convey our vision,” recalls Bruce. “Through a coincidental and fortunate twist of fate, we were introduced to graphic designer Keith Beresnoy and bona fide Marvel artist Alex Kotkin, who immediately shared our vision. That partnership has been unwavering ever since.

“The comic book style has not only defined our brand, but has also allowed us to inject a sense of humor and empowerment that our customers have come to love,” she adds. “It has also evolved as we’ve grown and become more inclusive, appealing to a broader audience.”

This reflects changes in the industry as a whole, Bruce observes.

“It’s been inspiring to see a broader range of voices, including women, LGBTQ+ and BIPOC communities, take on prominent roles in the industry,” she says. “This shift has created a revolution in inclusivity and care where there was once very little.”

It’s a revolution Bruce would love to see expand far beyond the bounds of adult retail.

“The adult industry, often without recognition, has been at the forefront of the fight for equal rights and free speech,” she declares. “It’s a testament to how crucial it is for diverse voices to be heard and seen. Our voices are imperative in these fights — and they are indeed fights!”

Now that she’s been officially anointed by Women in Adult, Bruce is happy to offer up advice for up-and-comers hoping to launch industry careers as fruitful and challenging as her own has been.

First, she recommends that women in the adult industry get to know themselves in order to define their trajectory.

“Be brutally honest,” she counsels. “About both your strengths and weaknesses.”

Second, she reminds women in the biz, especially those who plan someday to own companies, to be bold and remain ready to embrace change at any moment.

“Control what you can control, but stay flexible — and be prepared to pivot when necessary,” urges Bruce. “Don’t be afraid to quickly abandon what isn’t working and take a chance on a new idea. Never be afraid to give indie brands a shot.”

Her third rule: Stay ahead of the game by keeping up to date on every aspect of your business, from legalities to the responsibilities of your workers and colleagues.

“Know how to perform every job that’s part of your business, and keep that knowledge current,” advises Bruce. “Protect yourself by using contracts for everything, no matter how small the agreement.”

Lastly: Be ready to make the tough decisions.

“Sometimes they’re heartbreaking,” Bruce acknowledges. “But you fight for the life of your business every day.”

Each month, XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry’s most influential businesswomen.