Sex Shop Matamoros’ manager, Nancy Nuño, shares how one job changed the direction of her life.
(NOTE: This story appears in the June 2025 issue of SE Magazine.)
In the bustling border city of Matamoros, Mexico, Nancy Nuño is one of two managers of three unique retail spaces, the Sex Shop Matamoros stores. What began seventeen years ago as an unexpected career path for the former department store worker and IT student has evolved into a role far beyond simply selling adult novelties and lingerie. Nuño has become a trusted confidante, offering guidance and education to a diverse clientele navigating the often-sensitive world of intimacy and pleasure. Through her dedication to personalized service and genuine connection with customers, Nuño reveals to StorErotica legal correspondent Larry Kaplan the surprising human element within the adult retail industry.
Sex Shop Matamoros manager Nancy Nuño had never imagined a career surrounded by the vibrant displays of pleasure products at Sex Shop Matamoros. Seventeen years ago, fresh out of part-time department store work and college IT classes, a friend mentioned an adult store opening. Intrigued, Nuño stepped into an entirely new world.
Initially, the shelves of adult toys and lingerie were foreign to her. Nuño had never been an adult store customer, but an innate curiosity and a genuine desire to help people quickly transformed her initial unfamiliarity into expertise. Nuño found a unique satisfaction in the role, one that went beyond simple sales.
“I consider myself a sex educator or even a counselor,” Nuño explains, a warm smile touching their lips.
“When customers ask for recommendations, I provide guidance on what would work best and explain how the products or devices work. It’s about making them comfortable and confident enough to ask.”
Each week brings a rhythm of inventory checks, price adjustments dictated by the fluctuating border currency, and the constant dance of arranging merchandise. But the heart of Nuño’s work, which brings her the greatest satisfaction, lies in customer interactions. She cherishes the moments when someone hesitant and perhaps a little embarrassed approaches with a question. Nuño’s patient demeanor and genuine interest in their needs often dissolve those barriers.
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
“I enjoy helping customers feel more comfortable asking questions,” Nuño says.
“It all depends on what they need, and I like supporting them in figuring that out.”
Over the years, Nuño has witnessed a shift in the stores’ clientele. Initially, men were Sex Shop Matamoros’ primary shoppers, but now the balance has evened out. Younger customers, eager to experiment with the latest gadgets trending on social media, mingle with older individuals seeking solutions for their performance issues. Couples often browse together, looking for something to spice up their routine, while the LGBTQ+ community seeks items that resonate with current trends and personal preferences.
Nuño notes the ebb and flow of popular items. Social media often dictates the desires of the younger crowd, while established brands like Doc Johnson and Blush remain consistent bestsellers. However, the volatile border economy presents a unique challenge.
“The fluctuation in price or availability of a product is tough,” Nuño notes.
“Customers get used to something, and reintroducing something new and gaining their trust again is a bit difficult. The dollar goes up and down, and prices are constantly changing. You have to constantly look for new products that offer good quality at a good price.”
Despite the rise of online retail, Nuño understands the enduring power of personalized service.
“The key is to provide every customer with direct and personalized service so they’ll want to return to your stores rather than buy online,” Nuño asserts. Even when customers arrive armed with online research, ready to “showroom,” Nuño doesn’t see it as a threat. Instead, she offers to place special orders, turning potential online sales into in-store visits.
Seventeen years have passed since that initial step into the vibrant world of Sex Shop Matamoros. Nuño, the former department store clerk and college student, has become a trusted figure, a de facto educator and counselor, guiding customers through a landscape of intimacy and pleasure. When asked what she would be doing if not selling adult toys, Nuño simply replied, “I think working in some IT job.” But it was clear that in this unique corner of Matamoros, Nuño had found more than just a job; she had found a purpose in helping people explore and embrace a vital part of their lives.
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, and the Executive Director of the ACE of Michigan adult nightclub state trade association. Contact Larry Kaplan at 313-815-3311 or email larry@kaplanclubsales.com.
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