The Birth of Girls Get Off
In March 2021, amidst the global upheaval, two enterprising women decided to shake up the status quo in New Zealand. Viv Conway and Jo Cummins, the visionary co-founders of Girls Get Off, embarked on a mission to revolutionise women’s sexual wellbeing. Their bold venture aimed to break down barriers and foster open conversations about a topic often shrouded in secrecy and shame.
From the outset, Girls Get Off set itself apart with its unapologetic approach to sexual wellness. Conway and Cummins recognised a glaring gap in the market: a lack of accessible, high-quality products coupled with empowering education. They sought to create a brand that not only offered premium sex toys but also served as a beacon of information and support for women exploring their sexuality.
The company’s ethos revolves around the belief that sexual pleasure is a fundamental aspect of overall wellbeing. By providing a judgement-free space for women to explore and embrace their desires, Girls Get Off quickly garnered attention and support from a diverse customer base.
A Surprising Setback
Despite the promising start and growing customer base, Girls Get Off faced an unexpected hurdle early in its journey. When the founders approached the Bank of New Zealand (BNZ) to open a business account, they were met with a flat rejection. The reason? BNZ deemed the nature of their business as “outside of BNZ policy”.
This decision by one of New Zealand’s largest banks shed light on the challenges faced by businesses in the sex toy industry. It raised questions about the banking sector’s approach to adult-oriented companies and the potential discrimination they might face.
The rejection wasn’t just a minor setback; it had far-reaching implications for Girls Get Off and similar businesses in New Zealand. Without access to basic banking services, companies in this sector face significant obstacles in managing their finances, processing transactions, and scaling their operations.
Rising Above Adversity
In the face of this setback, Conway and Cummins refused to be deterred. Their determination and the strength of their business model soon bore fruit. In a remarkable turn of events, Girls Get Off clinched the People’s Choice award at the Tauranga Business Awards 2021, mere months after its launch.
This recognition not only validated the founders’ vision but also highlighted the public’s readiness to embrace businesses that challenge societal norms. The award served as a powerful statement against the stigma often associated with the sex toy industry.
Building on this momentum, Girls Get Off set its sights on broader horizons. The company successfully expanded into the Australian market, tapping into a new customer base hungry for its unique blend of products and education.
Throughout this growth, Conway and Cummins remained committed to their core mission of empowering women’s sexual wellbeing. They continued to tackle social stigma head-on, using their platform to normalise conversations about sexual health and pleasure.
Crafting a Digital Community
Central to Girls Get Off’s success has been its strong online presence. In an age where digital connections are paramount, the company has excelled in building a vibrant and engaged community.
On Instagram, Girls Get Off has amassed a following of nearly 120,000 users. This impressive figure is a testament to the brand’s ability to create content that resonates with its target audience. Through a mix of educational posts, product showcases, and relatable memes, the company has carved out a distinct voice in the crowded social media landscape.
Even more remarkable is the private Facebook community cultivated by Girls Get Off. With close to 40,000 members, this group serves as a safe space for women to discuss topics related to sexual wellness. The community’s success lies in its carefully moderated environment, where members feel comfortable sharing experiences and seeking advice.
The company’s content strategy goes beyond mere product promotion. By creating relatable and often humorous content, Girls Get Off has succeeded in normalising discussions around sexual pleasure. This approach has not only built brand loyalty but has also contributed to broader societal shifts in attitudes towards sexual wellness.
Hurdles in the Adult Industry
Despite its successes, Girls Get Off continues to navigate a complex landscape fraught with challenges unique to the sex toy industry. One of the most significant hurdles is the strict advertising regulations surrounding adult-oriented products.
Many mainstream advertising platforms have stringent policies that limit or outright ban the promotion of sex toys. This restriction forces companies like Girls Get Off to get creative with their marketing strategies, often relying heavily on organic growth and word-of-mouth promotion.
Social taboos and misconceptions about the industry persist, despite growing acceptance. Some potential customers may feel hesitant to engage with the brand openly, fearing judgement from peers or family members. Overcoming these deeply ingrained attitudes requires consistent effort and education.
Financial hurdles, as evidenced by the BNZ rejection, remain a significant challenge for adult-oriented businesses. Many financial institutions and payment processors have blanket policies against working with companies in this sector, regardless of their legitimacy or professionalism.
Sparking a Wider Dialogue
The experiences of Girls Get Off have ignited a broader conversation about sexual wellness and its place in society. As the company continues to grow and gain recognition, it’s challenging long-held notions about what constitutes acceptable business practices.
The banking sector’s policies towards adult-oriented businesses have come under scrutiny. Critics argue that blanket bans on entire industries are discriminatory and fail to recognise the legitimacy of businesses operating within legal and ethical frameworks.
The success of Girls Get Off and similar companies points to a shift in societal attitudes towards sexual wellness. There’s growing recognition that sexual health is an integral part of overall wellbeing, deserving of open discussion and support.
As these conversations evolve, there’s potential for policy changes in the banking and advertising sectors. Progressive institutions may recognise the opportunity to support a growing industry while implementing appropriate safeguards.
Charting the Path Forward
In the wake of the BNZ rejection, Girls Get Off has been forced to explore alternative banking solutions. This setback has opened up discussions about the need for more inclusive financial services that cater to diverse business models.
There’s growing pressure on the banking sector to reassess its policies towards adult-oriented businesses. As more companies like Girls Get Off gain mainstream acceptance, financial institutions may need to develop more nuanced approaches to risk assessment.
Despite the challenges, Girls Get Off continues to grow and expand its impact. The company’s success serves as an inspiration for other entrepreneurs in the sex-positive space, demonstrating that it’s possible to build a thriving business while challenging societal norms.
As Girls Get Off moves forward, it remains committed to its core mission of empowering women’s sexual wellbeing. By continuing to provide high-quality products, educational resources, and a supportive community, the company is poised to play a significant role in shaping attitudes towards sexual wellness in New Zealand and beyond.
The journey of Girls Get Off illustrates the power of perseverance and innovation in the face of adversity. As society continues to evolve, companies like this will undoubtedly play a crucial role in fostering more open and inclusive attitudes towards sexual health and pleasure.
