Interview with Sheila Rae of Eros Boutique
by Scarlet Apron

Gumby aside, those who really love latex know where to go to satisfy their sexy elastic longings.  In Boston and South Beach, the choice is Eros Boutique. What makes Eros different from other fetish emporiums is their stock: not only the latest kinky fashion and novel naughty toys, but they also carry an unparalleled selection of heavy duty, hardcore, industrial strength rubber wear: the biggest on the East Coast, in fact.  Behind all the pervy goods is high-energy propriatrix, Sheila Rae.  Here the bright smiling, fast talking, Jersey gal and one-time exotic dancer tells us how she made her rubber business balloon.

 

What got you into rubber, so to speak?

I started as a bartender at King Arthur's Lounge in Everett, Massachusetts.  Right after the famous shooting there, so there was a job opening, though I couldn’t make drinks.  Then I applied to the Naked Eye Cabaret.  I was young and figured, ‘Sure, I can get naked and dance-that’s easy.’  Eight years later, I was still there, but then they closed.  I thought, ‘Oh, gosh!  I need a job!’  So in 1993, I opened Eros Boutique.  I figured it would be the perfect way to stay in the business.  I took over an existing store, Innovations in Leather, and made it more upscale and changed the inventory to rubber because nobody on the East Coast was selling it.  It was purely a business decision.  I asked myself, ‘What isn’t anybody doing?’ The answer was rubber.

 

Was it a stretch to learn the rubber biz?

I can tell you, it’s a very specialized market.  It took a long time to figure out who our clients were and what they needed.  Also, since we import everything from Europe, we had to figure out customs’ regulations.  It took a good six months before I really understood the whole rubber thing. 

 

What lines do you carry?

We carry Skin Two, Regulation of London and House of Harlot because they’re top brands. They each offer something different. Skin Two makes basic fetish club wear, clothing and cat suits.  Regulation, the most respected label for rubber bondage gear offers body bags and vacuum bags.  House of Harlot specializes in costume and uniform-themes like school girl, nun and nurse outfits.  Nobody, not even in New York, carries all three lines.  Plus, we stock a warehouse, so you can come in, order and have it in two days.  We have a great relationship with our suppliers, so we get the newest and most interesting fashions coming out of Europe.

 

How has your cliental changed over the years?

We’ve actually changed.  We don’t really stock too much mainstream rubber anymore.  We carry the heavy rubber.  The people who are into it really know what they want.  They’re very knowledgeable.  We basically just have to help them with sizing.  Out clients are mostly businessmen, ages 40 to 60, with high pressure jobs.  For them it’s a great release, an outlet to de-stress themselves.  It’s a fetish, they need rubber.  They love the smell, the feel, how they feel in it.

 

Why did you open a store in South Beach?

I’d often go there on vacation, so I was looking for a way to combine work and fun.  There are some great fetish shops that sell club rubber, but not the inflatable gags and hoods and stuff we sell.  We took over and revamped an existing adult video store and made it very techno, silver, red, purple, black with fabulous lights because South Beach is all about lights.  And we brought in more unique line.  That was six years ago and we’re doing better than we ever expected.  We get a lot of wives, who come in when their husbands are attending a convention.  They’re really cute; they’ll say, ‘We normally wouldn’t come to a store like this, but we figured, we’re in South Beach, let’s give it a try!’

 

What are styles specific to South Beach?

Well, we get the boys coming in here, who always look fabulous, so we carry lots more colored latex than back in Boston.  And more leather, like the little boy lace-up shorts and tops.  We’re right on the beach, so we have to go with the flow.

 

Tell us about your affiliate program

It’s for people who want to open their own adult store, but don’t have the money to stock it with existing inventory or maybe they have an existing store, but want to expand their line.  We’ll process their orders, do everything for them and they’ll get a percentage of the sale.  It’s a win/win situation for everyone.

 

Best thing and worse thing about running an erotic boutique?

The worse thing, honestly, is when I bump into one of my customers in the elevator of my building (laughs).  It becomes a little awkward…. The best thing is –it’s a fun business.  There’s always something interesting going on.  You hear great stories. You get new ideas.  But it can be tough.  People always think, “Oh, you get to party with porn stars.”  In reality, we never leave the building.

 

What’s your best seller?

Our heavy gauge rubber slave top.  It has a hood with a breathing tube and comes with bondage mitts, so basically, you’re totally enclosed.  You can pair it with shorts and it’s reasonably priced since it’s not a whole cat suit.  Also, we currently have a great selection of pink colored items, perfect for the summer.  Latex panties, cuffs, collars, you name it, all in gorgeous shades of pink. 

 

Celebrity purchases we need to know about?

Well, of course, there was Madonna’s choosing her equestrian props from us for the spread in W Magazine.  Martin Lawrence’s assistant came in a while back and bought six pairs of high-heeled boots for him.  We had Julia Roberts in the South Beach store a few years ago, picking up some goodies.  In Boston, Peter Wolf bought some restraints.  Jennifer Aniston bought a cat suit for a movie she was filming.  The folks from Boston Ballet bought masks.  You’d be surprised who comes in here and why.

 

What do you do to relax?

Oh, I’m easy.  I’m a mom, so just give me a day in the playground.  I get all my thrills from work, so when I’m not working, I don’t need clubs or anything.

 

Food you can be seduced with?

Champagne and chocolate-covered strawberries.

 

 

Check out Eros Boutique at 581A Tremont Street, Boston, MA or online at www.erosboutique.com.  When in Florida, head to 1059 Collins Street, Unit 207. South Beach, FL. 

 

Contact Scarlet Apron with fetish news and events at myspace.com/scarletapron or scarletapron@yahoo.com