Business: Lover’s Lane

Address: 1001 W. Ogden Ave., Naperville

Phone/website: 630-637-0021; www.loverslane.com

Store manager: Jaimie Finlayson, “in my 30s,” of Naperville

Years in business: 30

What does your business do? “We call ourselves ‘romance specialists.’ I also call it ‘personal shoppers.’ We have extensive knowledge and training on all of our products. Training never ends. Every month, I go to a meeting in Lombard and learn about more products, talk with vendors,” Finlayson said.

What do you sell? “It’s more the lingerie and adult products, adult toys, lubrications, massage products, enhancement products. … We can’t sell (adult) DVDs and magazines. It’s not our forte.”

What’s the background? “We’re going on 32 years as a company. And it is a family-owned company. The Allmond family in Michigan. … There are 32 locations in Ohio, Michigan, Indiana and Illinois. Nineteen in the Chicago area.”

How long have you worked here? “Almost 10 years. Started part time and worked my way up the ladder. This is the only store I’ve ever worked at.”

Naperville native Jaimie Finlayson worked her way up to being store manager of the Lover’s Lane, which opened in Naperville 30 years ago and specializes in enhancing couples’ relationships. (Steve Metsch/ Naperville Sun)

What sets you apart? “We can help guide customers to products that fit them best.”

How do you do that? “We ask a lot of questions. What kind of things are they interested in? (What do) they really do like or don’t like? If people are not sure, we’ll show them higher-reviewed products or things that are more popular.”

Is lingerie a big seller? “We sell a lot of lingerie year round. … When you look at the storefront, you’ll see a lot of lingerie. It looks like a boutique. Adult products will be in the back.”

So, people enjoy having fun? “Yes, they do. During COVID, they shopped here because they were staying indoors. We did great. Some of our highest years were the COVID years. They said, ‘If I’m going to be stuck inside, I may as well have some fun indoors.’”

When are you busy? “Winter is our super busy time. You’re stuck indoors. … March through July is our slowest time.”

What are your top sellers? “One is Ching-a-ling. It’s made in Michigan. It’s an enhancement pill that helps makes things more intense, gets people in the mood, helps things last longer, a libido enhancer.. … It allows more blood flow to the areas. It’s a crushed oyster extract concentrate. It’s like eating 300 at a time. Oysters are a natural aphrodisiac. The cost is $15.95 for one pill. I sell more of them than anything else in the entire store.

“The other big seller is a CBD lubrication. You can use it anywhere. … CBD is a natural enchancement. Things can feel more intense. It also eases any pain or discomfort. It’s safe. … It costs $69 for a tube.

“Another popular item is The Womanizer. It invented the air pulsation technology, a push and pull of air. … A very high-quality product.”

What should people know? “Our website is not just shopping. We have a podcast on there. You can learn about health and wellness there too. It’s something we’re big on as a company, adult health and wellness, other than just being adult entertainment. A lot of people like it. It’s totally free. … I like how our purchasing department tries its best to find the highest quality products.”

What do you like about your job? “It’s fun. I get to talk about fun products. Knowing I’m selling high-quality products that are body safe. I like that I’m helping people find what they’re needing in their life to make things better and to connect better as a couple. … Intimacy is super important for a relationship and personal intimacy is super good for your stress levels.”

Who are your customers? “You have to 18 and older to be in here. … I’ve helped people in their 80s, couples, single men, single women.”

How many employees? “Nine, including myself. One guy. It’s easier for women to talk about these things and it’s easier for customers to talk with women about the products.”

This CBD serum is one of the top-selling items at Lover’s Lane in Naperville, according to store manager Jaimie Finlayson. (Steve Metsch/Naperville Sun)

What misconceptions may people have? “People looking for a back room or products we don’t carry.”

Any challenges? “It’s lost (on some customers) that there are people here willing to help you. We’re here to help you find the right products. That’s our job.”

When are you open? “Monday through Saturday, 11 a.m. to 9 p.m. Sunday, noon to 6. We are closed almost all major holidays. We love that.”

What’s your advice for someone starting a business? “Location is important. You need to be near your customers. … You have to take it step by step. Start smaller. Continue to add on to that business.”

Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at metschmsfl@yahoo.com.  

https://www.chicagotribune.com/2025/04/23/down-business-lovers-lane-naperville/