Carolyn Fath
Pioneer sex educators Wilhite (left) and Barnard.
When Dr. Myrtle Wilhite and Ellen Barnard opened their sex-positive shop, A Woman’s Touch, in 1996, this type of store was a rare breed.
The co-owners made sure to talk with the community before opening and they received overall a positive reception. “The fact that we are a doctor and a social worker, and women, seemed to legitimize the business from the start,” says Barnard, who is the social worker.
And the store, which celebrates its 20th anniversary this month, has become an institution in Madison. Although the number of sex-positive adult entertainment shops is growing nationally, A Woman’s Touch is still alone in this market in offering products and education in a safe, inviting space. Despite its name, its customer base includes men and women in equal numbers.
In 2013 the store moved from its original site in the Gateway Mall on Williamson Street to a quiet building on Livingston. Barnard and Wilhite purposely chose to locate away from a high-traffic area like State Street so all customers would feel comfortable coming in. Visitors to the shop are greeted initially by soft products like books, cards and candles “emphasizing communication in relationships,” says Barnard. Customers journey further into the shop to find more adult toys, videos and sensual products.
As part of the anniversary celebration, A Woman’s Touch will hold some of its most popular workshops, like “Couples Massage” and “Sexy after Menopause,” in October.
The store has changed over the years. Lingerie sizes now reflect the sizes and shapes of real women’s bodies, lubricants must meet strict FDA standards and sex toys are made only out of body-safe materials. But what’s evolved the most for Wilhite and Barnard is the education and outreach they provide to the community.
The impetus of that initiative was women who were experiencing a spectrum of sexual health issues, including postpartum and post-menopausal difficulties with intercourse. Some women came to the store because their doctor had sent them.
“We discovered there were huge needs,” says Barnard, who adds that doctors were often at a loss for advice to give.
Wilhite and Barnard set out to provide answers. They have created multiple brochures in response to frequently asked questions, on everything from “Cervical Self-Examination” to “Still Juicy: Maintaining Sexual Health through and beyond Menopause.”
Their passion for these educational issues keep Wilhite and Barnard going strong. But when they decide to retire, they will ensure the store continues.“When it’s time for us to move on, we will work very hard to find someone to take it over,” says Barnard. “It’s really nice to know it’s important to people that way.”
A Woman’s Touch 302 S. Livingston St., 608-250-1928, sexualityresources.com
