Vermont’s only female-owned sex shop is a blueprint for inclusive commerce

Earth & Salt owner Beth Hankes discusses community-driven retail, gender-inclusive merchandising and the future of pleasure retail.

(Note: This article was originally published in the December issue of SE Magazine.)

Beth Hankes, owner of Earth & Salt—Vermont’s only woman-owned adult retail store—never planned to become a sex shop proprietor. Six or seven years ago, she found herself navigating a perfect storm: a long-term relationship that needed reimagining, an undiagnosed sexual health issue and suffocating corporate jobs that all felt the same.

What she discovered during that struggle was a critical gap. The adult retail world she encountered was built on taboo and hyper-sexualization. For someone genuinely struggling and seeking support, these spaces felt alienating. “I wanted to create a resource that I didn’t have.”

StorErotica Legal Correspondent Larry Kaplan spoke with Hankes to explore her vision for inclusive pleasure, the surprises of retail in a small market and advice for aspiring store owners. What emerges is a story of empowerment, community and redefining sensuality in Vermont’s evolving landscape.

SE: Where did you grow up? And how did your upbringing and education influence your interest in sexuality and sensuality?

Hankes: I grew up in Pennsylvania. There wasn’t a strong push in either direction when it came to sexuality—it was more about being left to be myself. I think my interest developed in my late teens and early 20s, more through making artwork than anything from my childhood.

SE: You’ve had careers in art museums, tech and healthcare. How did each contribute to your vision for Earth & Salt?

Hankes: I’ve taken something from every job into this business: retail, event management, inventory, scheduling, budgeting, IT. In the corporate world, variety was frowned upon; you were supposed to focus on one path. I preferred variety, and running an adult store requires wearing many hats. Having those diverse experiences prepared me for it.

SE: You worked at Apple at one point.

Hankes: Yes, right after college. My degree was in art history and studio art, but I worked at the campus IT desk; it paid the best. I later joined an Apple store in Boston, where I learned a lot in a fast-paced retail environment. That experience taught me valuable customer service skills I still use today.

SE: What personal experience most shaped your decision to open the store?

Hankes: About six or seven years ago, I faced a sexual health issue that took a long time to diagnose and treat, and I was reassessing my long-term relationship. I also felt ready to leave corporate work, but it wasn’t easy to find resources that offered support in these kinds of situations. That’s when I decided to create a space where people could go, even in moments of struggle, to find help and ways to return to pleasure.

“I decided to create a space where people could go, even in moments of struggle, to find help and ways to return to pleasure.”

— Beth Hankes, owner of Earth & Salt

SE: Why Burlington? And why make it the first woman-owned sex shop in the city?

Hankes: My partner and I were looking to leave Boston, and I was visiting Burlington for work. I liked the city and noticed it didn’t have a boutique like the one I envisioned; it was either traditional floor-to-ceiling inventory or nothing. Burlington is a progressive city with colleges, tourists and visitors from across the state. Even with a small population, it felt right to open a store here.

SE: You started online first. How did that guide your business model?

Hankes: It was a proof of concept. I launched the online store, stocked some products and ran local pop-ups to introduce the brand and gauge interest before committing to a brick-and-mortar location. The response was strong, which gave me confidence to open a physical location.

“People see us as a store, but also as one of the few public spaces where they can relax and be themselves.”

— Beth Hankes, owner of Earth & Salt

SE: How did the community react when you opened?

Hankes: They were supportive from day one. People in the queer community, older residents in their 60s and 70s. They were all excited to have a welcoming space. People see us as a store, but also as one of the few public spaces where they can relax and be themselves.

SE: Did you face skepticism from friends or family?

Hankes: Not really. They know when I set my mind to something, it’s going to happen. Everyone in my life has been supportive and believed in my vision.

SE: Describe the feel and look of the store.

Hankes: “Living room sex ed” is the phrase we use. It’s comfortable and domestic, like visiting a friend’s home. Whether customers feel confident or nervous, the space is designed to welcome everyone with open arms.

SE: Why was de-gendering the store essential?

Hankes: It wasn’t necessary to separate products by gender, and we have a significant queer, trans and non-binary population here. Categorizing by body parts feels more flexible and inclusive, allowing people to explore items beyond what they thought was “for them.”

SE: What does “pleasure for all” mean in practice?

Hankes: It’s about not assuming anything about a person based on appearance, and offering enough variety so everyone can find something—whether it’s a toy or just a book to take the next step in their journey.

SE: You’ve described inclusive pleasure as healing. Do you see that with customers?
Hankes: Absolutely. Solo cisgender men sometimes expect not to find products for them here based on the store’s atmosphere. I assure them they’re just as welcome, and that we have plenty to offer.

SE: How does Burlington’s diversity shape your approach?

Hankes: Our customers include college students, older couples, queer partners and tourists. That variety means balancing styles, functions and price points in a small space, a challenge I enjoy.

SE: What’s your core demographic?

Hankes: Primarily women and couples aged 30–50, but we really do see everyone—students, seniors, beginners and experienced shoppers.

SE: How do you make nervous first-timers feel welcome?

Hankes: I let them know nervousness is fine. We adjust our approach based on comfort level, sometimes keeping them near the less sexual items, gauging whether they want to touch products or just look, and moving at their pace.

SE: Tell me about your partnerships with healthcare providers.

Hankes: We connect with pelvic floor therapists and gynecologists, often at networking events or by outreach. They recommend products we carry so that patients can shop locally with confidence. It’s great for customers and strengthens our community ties.

SE: How do monthly events expand your reach?

Hankes: Workshops give people knowledge beyond physical products, communication skills, self-perception changes and new perspectives. Being in a safe space with strangers and having open discussions can be deeply impactful.

SE: What are your top-selling categories and brands?

Hankes: External vibrators are our biggest sellers—wands, suction and clitoral vibes, more than penetrative styles. ROMP, Je Joue and Magic Wand lead in toys. Slippery Stuff and Sutil are our top lubes.

SE: How do you curate in such a small space?

Hankes: We research brands, check materials and ingredients, monitor vendor sites and consult shops like ours. Supporting marginalized vendors is part of our mission, and we’ve found partners through Instagram, Canadian connections and other sources. We stay alert to who’s doing what and who might be a good partner.

SE: Nalpac is your primary distributor. How’s that relationship?

Hankes: Wonderful—Mary, my rep, has been incredibly helpful throughout the years.

SE: Have viral trends like “The Rose” changed demand?

Hankes: Definitely—social media and sources like Wirecutter influence purchases. Customers also ask for niche brands like Mod condoms and Überlube.

SE: What qualities do you look for when hiring?

Hankes: Calm personalities who contribute to the welcoming atmosphere. Retail skills are easier to teach than sex-ed, so sexual health knowledge or experience is valuable. College students studying sex-ed often fit well.

SE: How do you train staff?

Hankes: I walk them through every product, provide hands-on experience and observe their conversations with customers. I also coach them on recognizing when to offer suggestions versus when to listen.

SE: Beyond sales, how do you define success?

Hankes: Diversity in our customer base and making all feel welcome. Being Vermont’s only store of this type and thriving in a challenging retail climate is a major success.

SE: What are your biggest operational challenges?

Hankes: The cultural climate. Rapid changes make long-term planning nearly impossible, so we focus on one quarter at a time.

SE: How does your social justice commitment show daily?

Hankes: We source from marginalized brands, stay present and adjust if something isn’t working. Everyone should leave the store feeling positive.

SE: How do you stay competitive?

Hankes: Vermont supports local business, and customers often choose to buy from us instead of online. Our curated toy selection and special-order accommodations build trust and loyalty.

SE: What are your short-term and long-term goals?

Hankes: Keep the store strong, expand into sex-ed coaching, teaching, presentations and possibly writing a book. Complementary activities will make the business more sustainable.

SE: What advice would you give a new adult store owner in a small market?

Hankes: Build an online presence first, run pop-ups and partner locally. Test and adjust before opening to build recognition and solve problems early.

SE: Anything I didn’t ask that you’d like to share?

Hankes: Mentorship has been invaluable. Teal Dye, the owner of Lotus Blooms in Alexandria, Virginia, has shared insights and connections that made a huge difference for us.

Larry Kaplan is a broker specializing in the sale and purchase of adult retail stores and nightclubs. He is also the Executive Director of ACE of Michigan, the state trade association for adult nightclubs. For 25 years, Mr. Kaplan has been the Legal Correspondent for ED Publications. Contact Larry at 313-815-3311 or email larry@kaplanstoresales.com.