Nestled since 2013 in the heart of old Toulouse, within a setting of red bricks, La Clef des Charmes is a boutique that celebrates love in a world brimming with sensuality. Located just a stone’s throw from Place du Capitole, it is a space that lies somewhere between a boutique and a cabinet of curiosities dedicated to eroticism, where chic lingerie and pleasure objects coexist.

Céline gives us a tour of this beautiful boutique through an interview…

How has La Clef des Charmes evolved over these 11 years?

La Clef des Charmes is a boutique in constant motion, evolving with trends and customer demands. But in 11 years, we have gone from being a simple lingerie store with a few extras to a true Loveshop that celebrates all pleasures!!! We test, we create, we renew—La Clef des Charmes is versatile, always seeking new experiences, constantly evolving like life itself!!!

What do you love most about your work at La Clef des Charmes?

The encounters and the moments I share with every person who walks through the boutique’s doors. With each visit, people share a piece of their story, their intimacy, and their emotions with me. Together, we experience moments that are precious, lighthearted, euphoric, or sometimes more difficult. Sharing all this is a daily source of enrichment!

What has been the biggest challenge you’ve faced as a store owner?

It’s been the same challenge for 11 years, and I believe it’s the same for many professionals in our industry: being recognized as a business owner like any other by administrative organizations and banks. Even in 2024, these institutions refuse to support or help us develop our businesses simply because we work in the adult industry. For example, despite having a flawless track record with my bank since 2013, I don’t have the same rights or services as a “standard” business: no financing, no installment payment options in-store, and my bank even refuses to display its logo on my online payment module… But I choose to move forward without them—too bad for them! Being here for 11 years is proof enough…

What has been the most popular product in the store’s history?

Unexpectedly, it’s the famous Wartenberg pinwheel, a medical instrument with one or more spiked wheels used in neurology. I must admit, I have a real obsession with this object—it’s both striking and capable of providing a wide range of sensations depending on how it’s used and how many wheels it has! Stainless steel, gold, black, rainbow versions, with 1, 3, or even 10 wheels—this is truly the boutique’s signature item!!! They spark curiosity and desire with their sharp points that can either tickle or bite the exposed skin. It’s the perfect tool for exploring sensory play and experimentation—our best-seller!!!

What is your personal favorite product in the store?

All of them!!! Since I personally select everything, with Sofia’s invaluable help! But if I had to pick my top 3:

1. The Wartenberg pinwheels (in case you hadn’t guessed already!)
2. The Isabella dress by Maison Catanzaro—this iconic piece is absolutely fabulous and flatters EVERY body shape (we did a sensational photoshoot in 2021 with Studio Carré in Toulouse!).
3. The wax play candles from Les Ateliers de Morphée—100% plant-based wax, handmade in Montpellier, these candles are extraordinary for BDSM play, whether you’re a beginner or an expert. They come in a variety of colors, the wax texture is perfect, and the fact that Morphée offers them in 5 different intensity levels means everyone can find what suits them best! I talk about these candles so much that it’s become a running joke among my colleagues—I even brought them to Erospain a few weeks ago!!!

Has there been a product or trend in the erotic toy and lingerie market that has surprised you over the years?

Not necessarily surprising, but I’m especially delighted to see that cishet men are gradually deconstructing gender norms and exploring new pleasures, like prostate stimulation, whether alone or with their partner. It’s a welcome shift in a society that’s still quite macho! The same goes for men’s lingerie—they are becoming bolder, seeking new cuts and materials to seduce and, most importantly, to please themselves!!!

What has been your most memorable experience with a customer?

This was a few years ago—A lady called to ask if she could bring her “dog” with her. I replied, “Of course, your companion is welcome!” But we had a huge misunderstanding—she forgot to mention that she is a Domina, and the “dog” in question was not a Labrador!!! When they arrived at the store, we had an unforgettable moment of laughter as we realized our mutual misunderstanding!!! We still laugh about it whenever we see each other!

What advice would you give to someone visiting La Clef des Charmes for the first time?

Don’t hesitate to ask us any questions! We’re here to advise you and guide you with warmth and kindness, whether you’re a beginner, vanilla, a kinkspert, or simply curious.

What are your future plans for La Clef des Charmes?

To keep filling Toulouse with pleasure and love!!! After the impact of COVID and a tough 2023, we’re picking up unfinished projects and developing new ones. Last year, we introduced an entire section dedicated to trans, non-binary, and gender-fluid individuals, offering binders, tucking panties, and accessories to help affirm gender expression—this section will continue to expand.

We’re also developing workshops focused on well-being and sexual health, in partnership with local associations and collectives. Additionally, we will continue to highlight and support local artists and creators through special guest events and pop-up markets, and we’re committed to sponsoring queer events in Toulouse.

How will you celebrate La Clef des Charmes’ anniversary?

The boutique’s anniversary is on May 13. In 2023, I celebrated the 10th anniversary at XBIZ in L.A., where I won the International Retailer of the Year award (after winning Retailer of the Year at XBIZ Europa 2020). This is an absolutely incredible recognition from industry professionals.

Now, in 2024, as we enter a new cycle, I’m planning an event to celebrate 11 years of adventure—but most importantly, 11 years of sharing this journey with so many partners. I want to take this opportunity to thank them and, of course, our wonderful customers!

What message would you like to share with the customers who have supported La Clef des Charmes for 11 years?

11 years ago, I created this boutique. But for the past 11 years, it’s YOU who have shaped it every single day. La Clef des Charmes is a reflection of you—unique and diverse.

Thank you for allowing me to live this crazy adventure!!! I want MORE!!! ❤️