What’s it like running a sex shop that’s more than just a store—a place where people find empowerment, education, and community? For Matie Fricker, it’s been a wild, rewarding ride. Her Albuquerque gem, Self Serve, has spent 18 years breaking taboos and building connections in New Mexico’s heart. This isn’t your average adult retail hustle—it’s a mission.
A Sex-Positive Revolution
Fricker didn’t stumble into this world. She cut her teeth at Grand Opening!, a Boston-area adult store that sparked her passion for sexual wellness. “I’d walk into work and feel it—this is social change,” she’s said. That fire led her and co-founder Molly Adler to dream big. They didn’t just want a shop; they wanted a movement.
Why Albuquerque?
Choosing a location wasn’t a coin flip. Fricker and Adler spent a year scoping out spots, determined to plant their flag where it’d matter most. They picked Albuquerque in 2006, drawn to its need for a sex-positive space. “We didn’t want to step on toes,” Fricker explained. No competing with other indie shops—they wanted to fill a gap.
Come January 1, 2007, Self Serve opened in Nob Hill, promising more than just dildos and lube. Classes on safer sex, guides for emergency contraception, even resources for the homeless—Fricker and Adler built a hub. It was bold, and it worked.
More Than a Store
Self Serve’s vibe is welcoming, not sleazy. Think high-quality pleasure products, inclusive resources, and staff who know their shit. They’ve racked up awards—10 years as Alibi Weekly’s Best Sexy Shop, Albuquerque Pride’s Outstanding Retail Store, and a Tough Cookie nod from the National Association of Women Business Owners. That’s not luck; it’s trust.
“The shop means nothing without the people who make it happen.”
– Matie Fricker
Fricker’s team is trained to guide, not judge. Whether you’re buying your first vibrator or exploring kink, they’ve got your back. It’s personal, and that’s the point.
The Science of Pleasure
Here’s where it gets nerdy. Every toy hits the shelves only after a brutal testing gauntlet. New Mexico’s got engineers and scientists galore, and Self Serve taps them for feedback. “We don’t hand an air-pulse toy to a newbie,” Fricker says. Only seasoned users test, ensuring reviews are sharp.
Design and function rule the final cut. With inflation squeezing wallets, customers want toys that scream quality. Fricker’s crew shares blunt notes with manufacturers—not to dunk, but to build better gear. “We’re allies, not enemies,” she insists. That’s rare in retail.
Surviving the Storms
Running an adult shop isn’t all orgasms and rainbows. Zoning fights, break-ins, online trolls—Self Serve’s seen it all. Yet every time shit hits the fan, the community shows up. “We get flooded with support,” Fricker says. Local love, plus a tight network of shop owners nationwide, keeps her grounded.
- Zoning battles: Navigated with grit.
- Vandalism: Met with community rallies.
- COVID-19: Survived through loyalty.
When Molly Adler left in 2014 to become a sex therapist, Fricker took the helm solo. She leans on her team, calling them her lifeline. “We decide together,” she says. No dictator vibes here—just collaboration.
What’s Next?
Self Serve’s story isn’t just about selling toys; it’s about rewriting what sex shops can be. Fricker’s built a space where sexual empowerment isn’t a buzzword—it’s real. From workshops to community outreach, she’s proving pleasure can change lives.
Curious about their latest offerings? Check out AASECT for more on sexual health, a field Adler now champions. Fricker’s not slowing down either. What’s next for Self Serve? Bet it’s something fearless.
