May 18, 2021

We spoke to Alisha Williams, founder of Rosewell, on sex and intimacy, the importance of having the freedom to define your own sexuality and her advice on which vibe is right for you.


Pic: Rosewell founder, Alisha Williams

How did the Rosewell brand come about?
Rosewell began over a dinner party, where a topic change from elaborate skincare routines to sex and intimacy saw everyone visibly shrink into themselves. When we dug deeper we learnt that, not only does sex remain a source of taboo and shame for many people, it’s also everywhere in daily life.
Sex or the illusion of sex is used to sell everything from soap to cars. It means sex has become separated from intimacy, and it creates pressure on both sides - to be not too sexual, but also to be considered sexual enough.
We launched Rosewell with a neutral, muted aesthetic because we believe that everybody should be free to define their own sexuality, and their own intimate relationships, in the way that suits them.


We read an article where you said that you “fundamentally believe that conversations about sex and intimacy should be as natural and normal as skincare”. Why is this important to you?
A good skincare routine improves the way you show up in the world. If you feel confident in your skin, there’s a flow on effect for the other parts of your life. It’s the same for sex and intimacy. When you are grounded in strong relationships, with yourself, and with others, it improves your wellbeing, and ultimately, your life.

We love that the Rosewell vibrators are so beautiful and considered in their aesthetic. Was this intentional? And what role did product design have in helping to shift people’s perception about the category?
It was absolutely intentional. There’s a lot of barriers, both design-wise and culturally, to a greater understanding and embrace of sexual wellness. By paring back the design, we hope Rosewell will slot seamlessly into your life - sans the shame.


It really does feel like there is an exciting shift in thinking in the sex space, what does the “new normal” look like for you?
If the last year has taught us anything, it’s the importance of our face-to-face relationships. While sex is a part of that, we are really excited about all of the diverse ways we relate to others, and how we celebrate that.

What is it like to be championing the normalisation of the sex category?
An immense privilege. It’s such an intensely private part of many people’s lives, we’re grateful to be part of the conversation.

What do you think Australians are seeking when it comes to sex?
Ultimately we all want similar things from our sex lives - pleasure, connection, acceptance - but how we experience it is so diverse and there’s no specific way that applies to all.

What does sexual empowerment mean to you?
It’s knowing what you want sexually, feeling comfortable with that desire, and, in partnered situations, being able to communicate that in a healthy, respectful way.

Do you see any downside?
Of sexual empowerment? Absolutely none. The more comfortable we are talking about sex, the easier it will be to engage in conversations about consent, about our health, about other ‘taboo’ topics like money, and so on.

What’s your advice for someone who has never used a vibrator before? Which Rosewell vibrator would you recommend for first-timers?
Explore what feels good! There’s no right or wrong way to use a vibrator, provided it is used safely. Both Bean and Bend are intuitive and simple for anyone to use. The main difference is, where Bean is only for external use, Bend is for both internal and external use.


Pic: Bean in Deep Blue


Pic: Bend in Stone

What’s your personal favourite product, and why?
Bean, any day. It’s super intuitive and it’s small size makes it versatile for use with a partner and solo.

What’s next for Rosewell?
Watch this space!

Shop Rosewell here.

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