It doesn’t seem all that long ago that Edie mentioned to me her plans for a new store. As a matter of fact, it wasn’t long ago: it’s only been couple of months. In that short time, Tart was envisioned, planned, and made a concrete entity. It has been something of a roller coaster ride for me and for everyone associated with Tart and Edie Hats, and I’d like to share my experiences with you.

I’ll be honest, when Edie first described what is now Tart, I thought she was joking. A sex store? From the creator of Edie Hats, arguably the most elegant boutique in Vancouver? At the time, I had a preconceived notion of what a sex shop was, and how we could market it. I didn’t think that a sensual, elegant sex store would work, because to me, a “sex store” had a definite meaning: a raunchy, dirty establishment that delivered cheap thrills to all manner of perverts and nymphomaniacs. An “elegant” sex store seemed to me a contradiction of words.

The more I thought about it however, the more it made sense. All the sex stores, or at least most of them, had that trashy vibe, and catered mostly to men. As a man, I can safely say that men don’t view sex the same as women. To us, sex is the most satisfying thing in life, and love, well, love is mostly an afterthought. We are very utilitarian about sex; it’s just another tool in the toolbox to attain pleasure. It’s something that’s done quickly, without much thought, and afterwards, we just want to sleep. A lot of sex stores, consequently, treat their products and store ambience the same way. It’s just a means to get what we really want, it’s a vehicle. It doesn’t have to be a carefully crafted experience. So a sex store that specifically targeted women revealed itself to be a novel concept, and one that would fill a definite void in the marketplace.

The next step was the implementation. Since I spend all my time in the Edie Hats office, I didn’t see Tart take shape, but from what I heard, the space was drastically transformed from what was there before, and had that same classic feel Edie Hats is famous for. I visited the store a week before it opened, and it definitely looked like Edie Hats, perhaps a bit too much. The store, as gorgeous as it was, didn’t seem to have its own identity yet. When I visited again about a week later, Tart had found herself. She was classy, elegant, and gorgeous, but more overtly sexual and seductive than her older sister. Seeing the store complete, whole, and alive made me believe more than ever that not only was Tart going to work, it would be a smash success. While it’s still early, all signs point to this being the case.

Just like Edie Hats, every time I wander around Tart, I find something I didn’t notice before. It’s so rich with cool items and artifacts that it’s fun just to browse and soak in the warm ambience. The neighborhood is great too. Denman Street has a rich and vibrant character that matches perfectly what we’re doing at Tart. There is no shortage of places to eat around here! My favourite is Barefoot Kitchen, a casual Japanese eatery on the corner of Denman & Davie.

What stands out most for me about Tart, is that it redefines what a store, and more specifically, what a sex store, can be. It follows in Edie Hats’ footsteps of being unconventional, and daring to be different. Not different just for the sake of being different, but different in a way that’s better. This is Edie’s trademark, and what she and Terry Jane have managed to do in three short weeks is nothing short of astounding. I’m proud to be a part of it, and excited about the future of Tart and the company as a whole.

Tart -- a deliciously sexy boutique
1001 Denman Street
Vancouver, BC
V6G 2M4
604-685-7755
Open every day from noon until ten
http://www.tartboutique.com/

Tags: Denman, Edie Hats, Sex, Tart, Vancouver