A table is set up in the middle of a room in a house just off campus with an array of lotions, massage oil, condoms, sex toys and whips for sale. Women settling in for a girls night in sit huddled on couches surrounding it, giggling while they scan their booklets on the deals.
This isn't any kind of girls night in; this is a Pure Romance party, hosted by a Ball State student who runs her own business by selling products to clients and their friends at home-based parties.
The trend to host a Pure Romance party has been growing, especially with college students; in its 17-year history, the Pure Romance brand has grown into a multi-million dollar company with retail sales topping $80 million in 2008 alone.
There are profits for college consultants, too — from the parties she hosts, Pure Romance consultant and senior psychology major Meagen Johnson said she makes no less than $20 to $25 an hour.
Sophomore art major Megan Gross found out about Pure Romance through her psychology of sexual behaviors class. A representative came into the class to talk about the sexual safety aspects involved with Pure Romance, specifically the products and its appeal to women of diverse ages.
Psychology of sexuality professor George Gaither described the parties as a way for people to be able to talk about sexuality in a place that makes them feels more comfortable.
The company's Web site states that it has grown and flourished throughout the recession and that the business model has shown that it is essentially recession proof. Gaither compared the business's success to other things like gambling and coffee that tend to flourish during a recession.
"It's a way for people to unwind, relax or de-stress," he said. "It's like any other business, there is a market for it and people are becoming more aware of it," Gaither said.
Gross was intrigued by the class and had a friend who was a Pure Romance consultant who talked to her about it more.
"It's a lot about empowering women. It wasn't all about sex," Gross said.
Gross and her roommate sophomore elementary education major Kaleigh Kemp both decided after going to a Pure Romance party to have their own. They talked about the importance of women and how they should embrace their sexuality.
"It's a place where you can go and not feel awkward and get questions answered that you normally wouldn't be able to ask. You kind of get to know other people and realize you're not the only one with those questions," Kemp said.
Sex isn't always something that is easy to talk about, especially around a group of people, Gaither said.
"I think one of the reasons why they are so popular is because I think many people associate sex toys with porn shops. A lot of women may not feel very comfortable in those situations," Gaither said.
Gross explained that Pure Romance party guests and customers meet with the consultant at the site of the event to ensure that all purchases are confidential.
"At first they were all really hesitant and as the night progressed they got more open to the idea," Gross said about the friends who came to her party. "They all found something they'd want [to buy]."
Sarah Ellis had a party earlier this month and described it more as fun than scandalous.
"The [consultants are] not down your throats about [buying products]. They're really honest and it's just like a house party, not a ‘sit down and buy this' type of thing."
Ellis's roommate Kristin Covalt, a junior speech pathology major, agreed that there are so many varying degrees of the products that can fit any type of personality, from classy and conservative to the more open and liberal.
The consensus of the appeal to a Pure Romance party is the idea of a girls' night in, along with the notion that it brings empowerment for women; safety and knowledge are key to a Pure Romance party.
"I'm not promoting promiscuity, I'm promoting sexual awareness and safety," said Johnson. "Just be safe, have the knowledge."
Pure Romance also appeals to women of every age and in every type of economy; Johnson and Pellinen both say that they consult for a diverse age range.
"You can say I'm conservative or I don't like that stuff but there is something for everyone," Ellis said. I would totally have my grandma go."
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