How a simple newspaper ad changed the life of an unfulfilled Tamaulipas native and altered her world in the process.
(NOTE: This story appears in the June 2025 issue of SE Magazine.)
For Claudia Rocha, a simple newspaper advertisement in 2007 marked the beginning of an unexpected and fulfilling career. Stepping into the world of Sex Shop Matamoros in the border city, she quickly discovered that her role extended far beyond traditional sales. As she shares her experiences with StorErotica legal correspondent Larry Kaplan, Rocha reveals the intricacies of the adult retail industry, the evolving needs of her diverse clientele, and the surprising satisfaction found in connecting with customers on a personal level, becoming not just a salesperson but a de facto educator in the process.
When Claudia Rocha first joined Sex Shop Matamoros in 2007, it was her introduction to the adult retail sector. Responding to a simple newspaper ad for sales staff, she embarked on a long-term journey in customer education and sales. Now, over seventeen years later, Rocha considers herself a retail professional and a trusted advisor who educates customers on sensitive products and personal topics.
Born and raised in Matamoros, Tamaulipas, Rocha brought previous experience in counter sales and customer service to the role. Today, her responsibilities extend beyond sales to customer service, inventory management, marketing and store supervision across the company’s three locations. “I see myself as a sex educator,” says Rocha. “My role is to explain products clearly, highlight their differences, and help customers choose what best suits their needs. Above all, we aim to make them feel comfortable asking questions.”
My role is to explain products clearly, highlight their differences, and help customers choose what best suits their needs. Above all, we aim to make them feel comfortable asking questions.
— Claudia Rocha
A typical workweek sees Rocha handling everything from customer calls and messages to inventory checks, commuting between store locations, and providing personalized assistance. Her favorite part of the job is actively listening to customers, understanding their unique needs, and guiding them toward products that enhance their lives.
Rocha notes that mobile app-controlled toys are currently driving strong interest. Brands such as Pink Pussy Cat, Blush, Doc Johnson, Pipedream, and Tenga are consistent bestsellers. However, she identifies fluctuating exchange rates due to their border location as a significant business challenge, suggesting that distributors might help by keeping wholesale prices stable for longer periods.
Sex Shop Matamoros’ three stores rely heavily on direct customer interactions, social media promotions and local event sponsorships to attract and retain customers. Rocha isn’t troubled by customers who use the store for “showrooming” before purchasing online, believing that personal service often brings customers back eventually.
For Rocha, the best moments come when customers express genuine appreciation, return with friends, or recommend the store to others. The most challenging part is gaining the trust of more reserved or skeptical customers, but even this often leads to rewarding outcomes as customers leave with greater confidence and satisfaction.
If she weren’t selling adult toys, Rocha says she would likely be working in customer service at a shopping center. Yet, from her passion and dedication, it’s clear that Sex Shop Matamoros has become more than just a job for Rocha; it’s a rewarding career built on education, trust, and exceptional customer care.
Larry Kaplan has been the Legal Correspondent for E.D. Publications for 24 years. Mr. Kaplan is a broker in the sale and purchase of adult nightclubs and adult retail stores.
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