From Hospitality to Sex Shop Owner: Meet Paige Aubort from High Tide
Paige stood in a fluorescent-lit sex shop in Melbourne, staring at poorly organized shelves and realizing there had to be something better. There wasn't.
The Hospitality Foundation
For years, Paige paved her way in the hospitality space. As one of the few women in the industry in Melbourne, she acknowledged the privilege of being white, well-spoken, and presenting well. She comments that she was "placed everywhere" because of it. While she loved the work, the long hours, late nights, and physical toll eventually started to wear her down.
She and her partner headed off on a trip when the realization hit – she'd forgotten not just her favorite vibrator, but any vibrator at all. Cue the travel panic.
"Why not check out a sex shop and replace it?" her husband suggested.
Like most sex shops, this one had fluorescent lighting (attempting to signal medical-like sterility), sections clearly organized by gender (butt plugs tucked in a back corner you'd pause before being seen exploring), and a total lack of understanding around the product she ended up buying. This experience left her wondering if there was a better experience/offering available that maybe she just hasn't stumbled upon yet?
News flash: there wasn't anything better out there.
The Awakening
That realization sparked countless late-night conversations with friends about why we can't talk about masturbation like any other topic. We barely have the language to comment on it – it's so tucked away.
Paige and her partner conceptualized High Tide over two years, spending 2.5 of those years in the Northern Rivers of NSW perfecting their remote plan. Once they had their vision locked down, they moved to Melbourne specifically to open the shop. Then came the real work – building shelves and jumping through zoning hoops.
Navigating the System
Not so fast! It wasn't that easy. This is the sex space, after all… There's a reason sex shops aren't front and center on main streets. In Melbourne, zoning laws prevented Paige and Søren from opening High Tide in her favorite neighborhood. The law required sex shops to be at least 200m from schools, churches, and any "places where minors gather" (source).
So, after all the planning, High Tide ended up tucked in a quiet laneway in downtown Melbourne CBD. Fun fact: they found the listing on Facebook Marketplace!
A Different Kind of Space
Walk through High Tide's sliding glass doors and the difference hits immediately – soft lighting replaces harsh fluorescents, natural wood textures invite touch, and products sit unboxed, meant to be held and explored. It immediately puts you at ease.
Rather than a shop assistant directing you toward "the clit suckers that will guarantee an orgasm" or "the butt plugs in the back," Paige and her team are extremely intentional about their language. They guide customers toward a starting point for exploration – without pressure or assumptions.
The store isn't organized by gender but by color, which invites you to explore everything without the internalized judgment that certain sections are "not for you." High Tide's curation is also designed to combat mental fatigue. Instead of 20 different rabbit vibrators, Paige curates the best in three categories: under $100, over $100, and over $200. So depending on your price point, you're getting the best of the best.
The First-Time Customer Experience
When asked how she handles someone walking in with no idea where to start (or looking for their first toy ever—which she considers the highest honor!), she starts by normalizing the experience:
"You might be surprised to know that most people who walk in here are also buying their first product."
This validates what most humans want—to feel a sense of belonging and to know they're not weird or alone.
From there, she reminds them that the space "isn't an art gallery," giving them permission to engage with their senses and explore what intrigues them. Paige never answers the question, "What's your favorite product?" or "Which of these two should I choose?" because pleasure is subjective. Customer reviews aren't helpful here – just because one person had a "mind-blowing orgasm" with a toy doesn't mean you will.
Instead, she encourages people to consider what kind of stimulation excites their curiosity:
- Soft, squishy external clitoral stimulation?
- Something versatile for internal and external use?
- Let go of the "shoulds" and choose based on what you want to explore.
The Power of Atmosphere
One of her favorite personalization tools? Sound. Older couples get lower volume and softer music. Nervous customers get slower BPMs to regulate their systems. Shy couples get higher volume for privacy.
Protecting the Safe Space
But not everyone comes in with good intentions.
Some enter trying to take the piss (as the Aussies say) or disrupt the safe space she's worked hard to create. Paige doesn't hesitate to make those people uncomfortable:
"For the nine people who come in SO courageously to buy their first sex toy, I won't hesitate to confront the one person trying to break the experience."
The second someone takes out their phone to snap a pic with bad intentions, she's on it immediately:
"No pictures."
Then, "Is there something I can help you with?"
If they reply, "Um, no…" she calmly says, "Okay."
Then maintains eye contact until they're uncomfortable enough to leave.
Personal Discovery
When asked how her own experience of pleasure has changed since opening High Tide, Paige laughs. Thanks to her staff discount, Paige has discovered how expansive and non-linear pleasure really is. "It's kind of like building a wardrobe," she explains. "Some things feel right for a while, others don't, and over time you learn what actually suits you." But the real discovery isn't about products – it's about creating space for people to explore without shame.
If you're in Melbourne, make sure to visit High Tide.
This is hospitality expertise meets beautiful, thoughtful, inclusive intimacy retail – and your future self will thank you.
