What is the origin story of Wicked Wanda's pleasure shop?
Wicked Wanda's traces its roots to Madeline Dorian's mother, who started her career as a residential realtor before moving into commercial real estate. After growing frustrated with the hustle culture of that industry — and following a particularly bad experience at an old-school porn store — she partnered with a friend and decided to open their own shop. The first iteration was called Couples Romance Store, deliberately designed around couples and heterosexual clientele. Over time, it evolved into what is now known as Wicked Wanda's.
The pivot from real estate to adult retail wasn't a lateral career move — it was rooted in a desire to do better. The negative experience at an existing porn store made it clear there was a gap in the market for a welcoming, non-shame-based environment. The Couples Romance Store was the answer to that gap, and its eventual transformation into Wicked Wanda's reflected a broader and more inclusive vision for what a community-focused pleasure shop could be.
Madeline Dorian grew up around the business from its early days and joined the team in an official capacity at age 19. She now co-runs Wicked Wanda's alongside her mother, which has since expanded beyond retail into education, events, and community-building.
"I started working in the store in an official capacity and I just fell in love. I fell in love with the customers, the conversations, and then the whole entrepreneurship side as well."
— Madeline Dorian, Cliterally ObsessedAbout Madeline Dorian
Madeline Dorian
Sex Educator & Entrepreneur · Wicked Wanda's
Madeline Dorian brings over 13 years of hands-on experience in the intimate wellness industry, covering retail, product development, manufacturing, wholesale, education, and event creation. Her academic foundation in sexuality studies from Concordia University, combined with practical training from leading brands in the space, gives her a rare dual perspective — both theoretically grounded and commercially proven.
She co-runs Wicked Wanda's with her mother, who originally founded the store. Dorian joined the team officially at age 19, and her consulting work has since reached everyone from curious individuals navigating their own pleasure to healthcare professionals — including physiotherapists and family doctors — looking to better support their patients. Her approach is consistently described as practical, inclusive, and anti-shame. Wicked Wanda's today functions not only as a retail space but as an educational platform and community hub, hosting workshops ranging from $15 to $100 and a regular monthly support group for dominants and submissives.
See also
Madeline grew up around the adult toy industry because her mother opened a store when she was about 13. At age 19, she began working in the store in an official capacity and fell in love with the customers, the conversations, and the entrepreneurship side of the business.