It has been a decade since Searah Deysach quit her job, applied for a stack of credit cards and opened Chicago's first feminist sex-toy shop on just $13,000.
Early to Bed celebrated its 10th anniversary with a party Sept. 24. ( Its true anniversary was actually Sept. 8. )
Over the years, the small periwinkle shop has become a staple in city's queer community and beyond. Despite Deysach's initial doubts, it looks like the store is here to stay.
"I don't even understand how I was able to do it," said Deysach, who jokes that she sometimes forgets she is running a business and not a non-profit.
Ten years ago, Deysach was a grad student at the School of the Art Institute of Chicago. She was not sure what she wanted to do with her life, but she knew she wanted a queer and female-positive sex toy store to shop at.
"This industry has been so tacky, if not offensive," she said. "I didn't want some guy eating nachos behind the counter to help me pick out a strap-on."
Deysach anticipated that feminist toy shops like Babeland in Seattle and New York and Good Vibrations in San Francisco would eventually make their way to Chicago. When none did, she scraped together enough money to open her own shop at Sheridan and Foster. She has been there ever since.
When the shop first opened, people did not know what to make of it, Deysach said. Some, seeing the name "Early to Bed," appeared at the store looking for mattresses and linens. Others who came through the door spent ten minutes looking before asking if it was still a vitamin shop. A European traveler showed up one night thinking he had found a hostel stay in.
Over the years, these odd requests petered out as Early to Bed built a reputation as a feminist sex toy shop. The shop also became a community mainstay as Deysach donated time, products and space to LGBT and feminist causes.
"I definitely knew from the beginning that I didn't want to be just a retail store," she said.
Among the vibrators and lube for sale, one can also find local queer zines and information about LGBT-friendly healthcare in the city.
The business has also grown to serve men who may want sex-positive products but are turned off by traditional sex-toy marketing.
In time, Deysach wants to develop a website for young people to provide information about sexual health, toys and safety.
It may not be a formula for monetary success ( Deysach's girlfriend jokes she is allergic to making money ) , but Early to Bed's role—as a community space first and business second—appears to be working.
The shop is surviving despite the poor economy and increasing competition from online sellers like Amazon.com . Perhaps most significantly, Early to Bed has had just 19 employees since it opened, and most who work there do so for years at a time.
Among those who are still excited about the job, is Deysach herself. "I always like going to work," she said.
THE STATS
Name
Searah Deysach
Zodiac sign
Cancer
Neighborhood
Rogers Park
Relationship status
Taken
Favorite place to eat in Chicago
"While watching Star Trek in my living room"
Hobbies
"Answering questions about myself"
Pets
"Old, sad rabbit"
Best thing about Chicago
"Pretty much everything"
Worst thing about Chicago
"My sister doesn't live here."
Website
www.early2bed.com
Photos by Kate Sosin
