A Woman's Touch, a new sensual gift shop that opened in the Third Ward this weekend, is as discreet inside as it is outside. Located on the ground floor of an office building at 200 N. Jefferson St., there isn't a buzzing neon sign or a plethora of pick-ups parked in front. No, it's definitely not that kind of shop.

"We classify ourselves as a sexuality resource center where people can find pleasure in all of its forms," says social worker and co-owner Ellen Barnard.

Barnard and partner, physician Myrtle Wilhite, opened their first business in Madison ten years ago, also called A Woman's Touch. After a decade of success and scores of Milwaukee customers requesting a closer-to-home location, the women decided to open another one in the Third Ward.

"Believe it or not, we're a really conservative and tame business," she says. "If you walk in here, you'll see lingerie, cards and earrings. Plus, everybody has sex whether conservative or not."

"We do sell toys and movies, but we come at it really differently (than porn shops.) We have a very limited movie selection, all of which have been screened by sex therapists and are well-made, not offensive and definitely appropriate for women," says Barnard.

Despite the female-friendly products and store name, Barnard says 40 percent of her clientele in the Madison shop are male. It's no wonder. The comprehensive condom display, complete with a blown-up example of each brand, is enough to keep the men folk courting on a regular basis.

A Woman's Touch provides free brochures on a bevy of sex-related subjects, from keggles to pregnancy sex. Another nice touch is that all of the "toys" are displayed alongside a tastefully written information card describing the bells and whistles of the playful product.

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