The family behind a once-controversial Sunshine Coast adult shop lists its pivotal role in educating the community about sexual health as one of its proudest achievements over the past 30 years.
Be Daring has just marked 30 years in business, opening its second adult shop on the corner of Nicklin Way and Thunderbird Drive at Bokarina in 1994, two years after the Caboolture store launched in 1992. Another store has since been added at Chermside in Brisbane, as well as an online shop.
It has since developed support products to assist those with sexual health problems, particularly post-prostate cancer diagnoses and treatment.
Founders Keith and Tracey Boswell, son Ben and daughter Jayme have worked hard to overcome any notion of ‘seedy, dark’ adult shops frequented by unsavoury characters.
“It hasn’t always been easy and in the beginning, the community and even the local councils were opposed to us opening, but this October we celebrated our 30th anniversary in business and 28 years on the Sunshine Coast,” Jayme, now the company general manager, said proudly.
“My parents battled churches, governments and lobbyists and, in my opinion, they led the way to allow adult stores to trade the way they do today.
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“They continued to fight these battles as the business grew and more stores opened.
“But they knew they were reinventing adult stores and could see how much they were helping people navigate concerns in not only their sex lives but in their relationships.
“They made some very conscious decisions to erase the notion of a seedy, dark adult store and create bright, professional retail stores with a team that have extensive training in how to provide the support and information customers need.”
Over three decades, the Boswells have played a crucial part in increasing awareness and acceptance of sexual wellness, the LGBTQ+ community and women’s growing interest towards experimenting with sex toys (the global adult sex toy market is set to double in value to $92.36 billion by 2030), as well as overcoming the effects of COVID isolations.
Their efforts have contributed to the current industry worth $45.17 billion.
Keith has been at the forefront, campaigning for the Australian Sex Party, as president of the adults-only association Eros Queensland and in the roles of secretary and vice-president of the Adult Retail Association.
The business mission and commitment to education and de-stigmatising the industry has led to national success for Be Daring, being recognised as the Best Chain of Adult Stores at the 2022 Australian Adult Industry Awards and Australian Adult Choice Awards.
Jayme started in the Be Daring empire when she turned 18, working in office administration while completing studies in accounting.
She moved into website sales and logistics before starting in the stores, rising to the role of Chermside store manager before progressing to company general manager.
Jayme said the business prided itself on giving everyone – from young singles to elderly couples – the information and confidence they needed for good sexual health.
That commitment saw a partnership created in 2019 with Sunshine Coast University Hospital and the Sunshine Coast Hospital and Health Service – a key part of Be Daring’s bigger picture of bridging the gap between sexual health and adult stores.
SCUH clinical nurse consultant (prostate cancer) Sheree Dunne said one of the main issues men faced after receiving treatment for prostate cancer was sexual dysfunction and erectile dysfunction.
The cancer care team works with and supports patients to address this unmet need in knowing what to do for their rehabilitation.
“We talk to patients about options to maintain a healthy sex life, and provide information and factsheets (this includes a range of retailers) where they can explore options available to them,” she said.
Jayme said nurses from urology (prostate clinic) and Be Daring also helped create the Prostate Care Pack among its collaborations.
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