From vibrators to vintage art, visit the Des Moines Personal Care Shop

Andi Smeltzer, owner of Zhoosh in the East Village of Des Moines. Photo: Linh Ta/Axios

When customers first enter Zhoosh, it may look like a typical East Village boutique.

  • Yes, but: Besides the artwork and vintage furniture for sale, there is another element that gives the store that little something “extra” or “zhoosh“, owner Andi Smeltzer told Axios.

Driving the news: The store, which opened late last year, is all about self-care, and that includes everything from pottery and self-help books to vibrating collars and paper towel. holographic seal.

  • “I always say it’s a different kind of one-stop shop,” says Smeltzer.

How it started: Smeltzer was 35 when she gave herself her first orgasm.

  • Smeltzer has lived most of her adult life in what she describes as a tight box. She worked at a human relations company and says she was only tied to her title of “mother”, struggling to have an identity outside of it.

After having her third child, Smeltzer says she began to focus on holistic self-care. This included interior styling, cannabis and indulging.

  • “I just don’t want to pretend this stuff doesn’t exist,” Smeltzer says. “And that’s what I was doing personally – pretending I had no anxiety, pretending I could do anything. I was just done with that part of the program.”

With her own journey in mind, Smeltzer started Zhoosh as a way to help other women who might be like her.

  • Whether sprucing up their home or learning about sexual wellness, Smeltzer wanted to create a space where women wouldn’t feel judged for buying blowjobs or vibrators and would be comfortable To ask questions.

The bottom line: Smeltzer doesn’t want the store to feel aggressive or evil – it’s meant to be a little fun and a little provocative.

  • “I fill my own cup,” Smeltzer says.

Where to find it: 313 E 5th St., Des Moines.

Inside Zhoosh
Zhoosh’s interior. Photo Linh Ta/Axios
Items for sale on Zhoosh
Items for sale at Zhoosh. Photo: Linh Ta/Axios
A photo of Zhoosh's back room, with silk dresses hanging from a closet rack.
Zhoosh’s back room. Photo: Linh Ta/Axios


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