In nearly two decades as an OB-GYN, Janet Williams has tended to hundreds of patients that apologize for asking about issues they’re dealing with. “It’s crazy that they feel that way. We want to shift that way of thinking, and let them know there’s nothing negative going on with them,” she says. “Most of what they’re concerned about is normal.”

With fellow OB-GYN Amy Jones, Williams has created Intimate Wellness Shop, an e-commerce destination designed to be a safe place for women to pick up products for normal concerns like vaginal irritation, birth control, libido and painful sex. Its eclectic assortment contains about 110 stockkeeping units, including vibrators from Dame, Le Wand and Je Joue; lubricants from Sliquid, Wicked, Coconu and Excens; menstrual cups from Saalt; vulva moisturizers from Lady Suite, Aroms Natur and Julva by Dr. Anna Cabeca; and the books “Healing Painful Sex” and “The Complete A to Z for Your V.”

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