For Alana Konihowsk, pleasure is not something that should come with a sense of secrecy or uncertainty. As the founder of Calgary-based Obelle, an adult lifestyle boutique centered on intimacy products, lingerie, sexual wellness, and education, she has built a space that approaches pleasure with curiosity, openness, and practical guidance. Her focus is less on what people should want and more on helping them feel comfortable discovering what works for them.

That approach has been shaped by experience. After more than a decade in the restaurant industry, Konihowsk entered the adult lifestyle world in 2017, navigating the realities of building a business, learning from its setbacks and gradually developing a clearer vision of what the space could become. In early 2026, that vision took on a new identity with the launch of Obelle,  a modern, welcoming boutique designed to move away from the stereotypes traditionally associated with adult retail.

Education sits at the heart of the brand. In a world crowded with online reviews, marketing claims, and endless choices, Obelle offers something increasingly valuable: the chance to ask questions, compare products in person, and receive thoughtful, informed guidance without judgment. That same philosophy extends into the wider Calgary community, where local artists, makers, and small businesses are given a place within the boutique.

In this conversation, Konihowsk explores why intimacy deserves better conversations, why the physical retail experience still matters, and how community can transform a business into something more meaningful. It is ultimately a conversation about pleasure, yes, but also confidence, connection, and feeling at home in your own choices.

The Story Behind Obelle 

Obelle was created to challenge traditional perceptions of adult boutiques. What inspired you to build a space that feels welcoming, educational, and inclusive rather than intimidating or transactional?

Alana Konihowsk: As a born-and-raised Calgarian, I’ve watched this city change and grow tremendously over the years. Calgary has traditionally been seen from the outside as a very western, conservative, almost “hick town,” and when I was growing up, there really weren’t many boutique-style spaces where people could openly and comfortably talk about sex and intimacy.

When I first entered the industry, the adult stores I saw were very different from what I envisioned. They often felt transactional, with adult videos, carpeted floors, and products displayed on CD racks. There was nothing particularly inviting or educational about the experience, and I always felt that Calgary deserved better.

As the city evolved, so did the people who lived here. Calgary became more diverse, progressive, and open-minded, and I realized there was a real need for a space that reflected that change. I wanted to create somewhere people could walk in without feeling judged or intimidated, where they could ask questions, learn about sexual wellness, and feel comfortable exploring their own desires.

A few hoops and a lot of lessons later, that vision ultimately became Obelle. What started almost ten years ago has grown into a beautiful space built around education, inclusivity, empowerment, and the belief that talking about sex should feel just as normal as talking about any other aspect of our health and well-being.

For me, Obelle has always been about creating the kind of space I felt Calgary was missing and that our community deserved.

We wish everyone knew about pleasure products. 

Obelle was built around education rather than sales. What are some of the biggest misconceptions people have about pleasure products, and what do you wish everyone knew before making their first purchase?

Alana Konihowsk: One of the biggest misconceptions we hear is that a pleasure product will somehow replace you or your partner. That really isn’t what these products are about. They’re meant to enhance intimacy, exploration, and playtime. Whether you’re using them on your own or with a partner.

Another one we hear all the time is when we recommend lubricant. People can sometimes take that personally, as though needing lube means something is wrong with them or their body. There is absolutely nothing wrong with you. Lubricant is there to make things more comfortable, enjoyable, and pleasurable. And honestly, when it comes to lube, we always say: the wetter, the better. You can never have too much lube.

I also think people underestimate how overwhelming that first purchase can be. Choosing your first pleasure product is a very intimate experience, and there are so many options that it can be difficult to know where to start.

That’s why I always encourage first-time buyers to come into a specialty adult boutique rather than simply picking something up at a pharmacy or ordering something online. When you come into Obelle, we can actually have a conversation with you. We can ask what you’re looking for, what you like, what you’re curious about, and then guide you toward something that makes sense for you.

And there’s so much value in actually seeing and holding a product before you buy it. You can look at the material, feel the size, consider the shape and button placement, and actually imagine yourself using it. Every brand is different, and materials, vibrations, controls, and design can vary enormously from one product to another.

Online shopping definitely has its place, but for your first purchase, I think there’s something really valuable about having a knowledgeable person walk you through the options. It takes away a lot of the guesswork and, more importantly, can make the experience feel comfortable rather than intimidating.

At Obelle, we want people to leave feeling like they learned something. Not like they were simply sold something.

From Judgment to Impact: A Founder’s Story

As a female entrepreneur operating in a frequently misunderstood industry, what challenges have you encountered, and how have those experiences shaped the brand you lead today?

Alana Konihowsk: To be honest, I haven’t encountered as many challenges around being a woman in this industry as people might expect. In fact, when I first entered the industry, I felt like I was witnessing a really exciting shift. Women were beginning to step into leadership roles, taking over older, traditionally male-dominated brands and, in many cases, starting their own.

It’s been incredible to watch that evolution over the years. There are so many women-led brands in the industry today that are innovative, beautifully designed, thoughtful, and focused on sexual wellness rather than simply selling a product. They’re changing the conversation around pleasure and creating products and brands that feel much more aligned with what consumers actually want.

I’m proud to be part of that movement, and it has absolutely influenced the brands I choose to bring into Obelle. I’m very intentional about the companies we partner with. I look for brands that are innovative, responsible, inclusive, and genuinely trying to move the industry forward.

I think that’s one of the biggest changes I’ve seen during my time in the industry: pleasure products are no longer something that has to be hidden away or feel taboo. They can be beautiful, thoughtfully designed, educational, and part of a healthy conversation around intimacy and sexual wellness.

So while I certainly recognize that this industry can still be misunderstood, I’ve been fortunate to experience a lot of positive change. And rather than focusing on the stigma, I’d rather be part of changing it. That’s a big part of what Obelle represents to me.

It Takes a Community

Beyond retail, Obelle actively supports local artists and small businesses. Why is community involvement such an important part of your vision, and how does it enrich the brand experience?

Alana Konihowsk: Community has always been really important to me. I grew up with two entrepreneurial parents, and one of the things they always instilled in me was, “Small businesses supporting small businesses. We’re better together.” That has stayed with me throughout my entire career.

When I started my own business, I felt there was a real opportunity for small businesses to support one another more. I’ve always loved team sports, and I’ve often thought that small businesses should operate the same way. We’re all playing on the same team. We may have different businesses, different talents, and different goals, but ultimately, we’re all part of the same community.

Early on, another small business and I sponsored a 2SLGBTQ+ slo-pitch team. At the time, I didn’t realize how much that one decision would open the door to. It introduced us to so many incredible people, businesses, artists, and organizations and completely expanded our sense of what community could look like. We built relationships and friendships that have continued to grow over the years.

That experience really shaped how I approach Obelle. I love working with local drag queens, photographers, artists, dancers, beauty professionals, restaurants, and other small businesses. I love displaying my friends’ erotic artwork in the store. I love supporting a local friend who makes harnesses & BDSM gear. If a local drag queen needs a pair of shoes, I want to be the person they know they can come to. If a dancer needs a pole grip, I want them to know we have it. And if someone comes through our doors looking for a therapist or needs access to an organization that specializes in counseling services, I want to be able to point them toward trusted local resources and help connect them with the support they need.

And I think that makes the Obelle experience different for our customers. When you walk into our store, you’re not just walking into a retail space filled with products. You’re stepping into a space that reflects the people and the community around us. You might see artwork from a local artist, discover a local business we’re collaborating with, meet someone we’ve partnered with, or learn about an organization we support.

It creates a sense of personality and connection that you simply can’t get from a large chain or an anonymous online shopping experience. Our community becomes part of the store, and the store becomes a place where that community can be seen and celebrated.

I’ve always been a huge believer in networking, but for me, networking has never just been about what someone can do for my business. It’s about building genuine relationships and asking, “How can we help each other?”

And I will always be one of the biggest advocates for the people in my community. I genuinely want to see my friends, fellow entrepreneurs, artists, and small businesses succeed. Because at the end of the day, you aren’t truly successful as a business without your community. And when you build those genuine relationships, you know that if things get difficult, you have people you can lean on, just as they know they can lean on you.

That’s the kind of community I want Obelle to be part of: one where we don’t just do business together; we show up for each other.

Why In-Store Experiences Continue to Matter

One of the topics you’re passionate about is the value of shopping in-store. In an increasingly digital world, what is it about the in-person experience that remains irreplaceable when it comes to intimacy products?

Alana Konihowsk: I think the biggest thing that remains irreplaceable is the human experience. With intimacy products, you can’t always understand what something will feel like, look like, or work like from a photo and a product description. Being able to see a product in person, hold it, understand the size, feel the material, look at the button placement, and actually imagine yourself using it can make a huge difference.

I love shopping in-store. I grew up in the 90s, when weekends at the mall were an experience. You would meet your friends, walk around, discover new things, try things on, and actually spend time in a store. I think we’ve lost some of that, and honestly, I’d love to see us bring some of it back.

I completely understand why people shop online. It’s easy and convenient, and I shop online too. But when you walk into Obelle, you’re greeted by a real person. We can show you around, introduce you to something new, answer your questions, and help you find something based on what you’re actually looking for. It becomes an experience rather than simply clicking “add to cart.”

And I think that’s especially important when it comes to intimacy products because the purchase itself can be very personal. Coming into a store can make the experience more comfortable and fun. If you’re shopping with a partner or even a friend, it can open up conversations you might not otherwise have. There’s something really fun about exploring products together, laughing, asking questions, and not taking it all so seriously.

One of my favorite things is hearing the laughter from the sales floor when customers are discovering something new or trying to figure out how a product works. Those moments are impossible to recreate online. You’re not just shopping; you’re having an experience together.

And we see the value of that every day. We have so many customers come in and say, “I ordered something online and…” and then they tell us everything that went wrong. It was too intense; they didn’t like the sensation; it was much bigger than they expected; it was too loud; or it just wasn’t what they imagined from the description.

That’s where an in-store experience can make such a difference. We can have a conversation beforehand, understand what you’re looking for, and make recommendations based on you, not just an algorithm.

So yes, online shopping is convenient, and it absolutely has its place. But especially with intimacy products, I believe there will always be value in having a knowledgeable person there to guide you, being able to experience the products for yourself, and having a space where you can ask questions without feeling embarrassed or judged.

We need to bring back in-store shopping!

What Needs to Change?

What conversations around sexual wellness, relationships, and self-discovery do you hope become more normalised in the years to come, and what role do you hope Obelle plays in that shift?

Alana Konihowsk: I hope people become much more comfortable talking about sexual wellness, relationships, intimacy, and self-discovery. I want us to just be okay with talking about it.

These are such normal parts of being human, yet so many people still feel embarrassed, uncomfortable, or even ashamed of bringing them up. It doesn’t have to be awkward. We need to be able to have honest conversations with our partners, our friends, and the people we trust without feeling like we’re doing something wrong by talking about sex and intimacy.

I also think there’s so much power in simply having the right language and information. Sometimes people don’t know what they like, what they want, or even what questions to ask. And that’s okay. You have to start somewhere.

That’s where I hope Obelle plays a role. I want us to be the place that breaks the ice. I want someone to walk through our doors feeling nervous or embarrassed and leave feeling comfortable, informed, and empowered.

And more importantly, I hope they take that knowledge with them. Maybe they go home and have a conversation with their partner that they’ve been avoiding. Maybe they feel more comfortable exploring something on their own. Maybe they finally ask a question they’ve been too embarrassed to ask.

If we can make someone feel comfortable enough to start those conversations in our store, and then they carry that confidence and knowledge into their everyday lives, that’s the impact I want Obelle to have.

I don’t expect Obelle to change the entire conversation around sex and intimacy overnight. But if every person who walks through our doors leaves a little more comfortable talking about it than when they came in, then I think we’re doing something right.

Editor Note

Pleasure is often treated as something best kept private. Something to figure out quietly, preferably without too many questions. Even as conversations around intimacy become more open, the awkwardness can remain. We may know more than previous generations did, yet still hesitate to ask for what we want, what feels good, or simply admit that we do not know.

Perhaps that is why the spaces surrounding intimacy matter. A product can be purchased in seconds, but confidence rarely arrives with an order confirmation. Sometimes what we need is not another review or recommendation, but a place where curiosity does not have to come with embarrassment.

There is something quietly important about making pleasure feel ordinary rather than hidden. It invites us to reconsider the assumptions we carry about our bodies, our relationships, and our choices. It also reminds us that knowing what we like is not always instinctive; sometimes it begins with having the freedom to ask.

What might change if talking about intimacy felt as natural as talking about any other part of being human?