The way these new doyennes of erotica see it, sex isn't sleazy -- it's a lifestyle.
And no one lives it better than the four fresh-talking sex and fashion-obsessed women on the hit US television show Sex and the City.
"The show is hugely influential," says Kathryn Hoyle, the founder of Sh!, an "erotic emporium" for women in the city's artsy Hoxton area.
When one episode featured a character discovering the wonders of a special bunny rabbit vibrator, sex shops reported rocketing sales of the model.
Hoyle, who opened her store 10 years ago "out of frustration with the nasty Soho sex shops," has seen sex play become more mainstream over the decade.
"It's not a shameful secret any more," she says.
But does that mean women will start snapping up designer dildos the way they do Prada purses?
Absolutely, says Myla's Hemler. "There isn't that much fun and indulgence to be had in life today, so you go for it."
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