“Shortly after we left our former jobs, we came to the realization that our original mission was not going to be as straight forward as we had imagined. The basic problem soon became evident that that their was almost zero research that had been done on sex toy design. The team had to begin the whole process from scratch,” Sedic informs me. “After establishing a research center and organising focus groups in Stockholm, it had taken us more than 3 years to put our first product known as LILY™ on to the market”.

After launching Lelo sex toys fifteen years ago the three pioneering founders have succeed in achieving the goal of altering the sex toy indutry. This was acheived by having a focus on product and research development while at the same time ensuring that the best design and engineeing were applied to all the new products. We are not alluding to the design of a cutting edge jet or car design here. We are talking about sex toy design.

Sedic believes that “the perfect product is an object that is minimalist in design yet the operation of it is simple”. “However it does require internal engineering that is complex in nature which allow us to provide the best results. This principle is similar to the camera on your smart phone, where you enter the camera mode, simply tap on the screen and get a great picture, but meanwhile, the computer within the phone is calculating millions of times and making fine adjustments to assist in getting the best picture.”

This relentless focus on R & D that allows LELO sex toys to remain at the top of the adult toy industry. “You will come across a great deal of products that attempt to mimic LELO’s appearance,” reports Sedic, “However inside in the heart of the product, none of our competitors are able to match the performance of the pieces themselves. Whether this is in the area of , safety, durability, noise, power, or the use of remote controls, we see LELO that continues to come out on top. And these aspects are by specific design, most definitely not by some accident”.

LELO is currently sold in more then 50 different markets throughout the world, which Sedic explains are surprisingly different.


Photo of SORAYA™ Courtesy of LELO

See Soraya at our store

“In the U.S.A it is the G-Spot vibrators that are most popular, while in Europe it is the rabbit vibrators that are top sellers. We see that in Asia it is the more hi-tech products where they are  motion-controlled and high tech that sells well. While in Russia butt plugs and prostate massagers are purchased more than any other nation”.


Sedic goes on to respond, “While there is no specific best seller, I am inclined to suggest that given the sales data, last year’s whole world success story was INA Wave. This is one of Lelo’s rabbit style massager that is dual stimulating, while it has internals that allow movement in a back and forth motion. What we like to call the ‘come-hither’ motion. It was Lelo that was required to invent this type of technology as it was not available on the market therefore we were needed to design and invent it ourselves. We accordingly took out a patent on this technology and called it WaveMotion. This product has become very popular and we have had a fantastic response which has been quite overwhelming.”.


The LELO team prides itself on being innovators in an industry where innovation is scarce largely due to fear of embracing the sex industry in general. After 7 years of development, the company is about to launch LELO HEX™, one of the biggest advances in condom technology in 70 years this summer. With its re-engineered composition, LELO HEX™promises an experience that’s much more pleasurable, intimate, and more satisfying for both partners. You can sign up for a free sample of this groundbreaking safe sex product by visiting their website.

Sedic and his partners are also continuing to revolutionize the sex toy industry by staying ahead of the erotic curve. “Two more big releases will be announced this year,” Sedic confides. “One in particular will address the biggest problem our male customers have been asking us to solve for years. The other is to design a vibrator that doesn’t vibrate anymore, while bringing a superior range of sensations—what could be more radical than that? We have to keep the details confidential since there are literally hundreds of companies watching what LELO is doing. It’s important to always be first to the market”.



Photo of TIANI™ 2 Courtesy of LELO

LELO not only offers some of the most high-tech engineered pleasure objects but also some of the most expensive sex toys in the world via their LUXE line made from 24-carat gold and stainless steel that has become synonymous with the brand. Sedic shares, “What’s not always apparent is how difficult it is to ensure a perfect finish on vibrators made with 24-carat gold, and also the functional benefits of using such a metal when exploring sensual uses of temperature. That was fascinating to explore how metal conducts heat and the implications this had for users”. As for who is buying these luxury pleasure objects, Sedic states, “Most people would guess that Russia, Brazil and China are the places where LUXE sells best, but they would be wrong. Per capita, the US, France, and Germany are the stand out winners. Once again the world of pleasure is always full of surprises”.

If you’ve got an unlimited pleasure budget for luxury dark time under the sheets then you should look no further. Your partner will thank you.



Photo of INEZ™ Courtesy of LELO



Photo of INEZ™ Courtesy of LELO

If you are looking for the ultimate in decadence and pleasure then look no further then INEZ™. This exclusive massager comes in either stainless steel ($7,900.00) or 24-carat gold plate ($15,000.00) and is sculpted to target the G-spot. Sedic tells me, “Interestingly, Gwyneth Paltrow recently listed the gold-plated INEZ™ on her website Goop.com, so we can reasonably assume that’s her favorite”.


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Photo of YVA™ Courtesy of LELO

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Photo of YVA™ Courtesy of LELO

For those seeking a discreet and absolutely silent personal massager check out YVA™, which comes in either stainless steel ($2,890.00) or 24-carat gold plate ($3,900.00). YVA™ is the perfect vibrator perfectly sculpted to stimulate all of your external erogenous zones. Plus it arrives in a luxurious, velvet-lined wooden box and accessorized with matching cuff links.


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Photo of EARL™ Courtesy of LELO

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Photo of EARL™ Courtesy of LELO

Designed for the refined gentleman, EARL™ is quite simply the most luxurious gentlemen’s plug in the world that can be used personally or for shared pleasure. Anatomically superior with a ring base, EARL™ comes in stainless steel ($1590.00) or 24-carat gold plate ($2,590.00) and is discreetly delivered in a wooden velvet-lined box with matching cuff links perfect to remind your partner of what is to come upon returning home.


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Photo of OLGA™ Courtesy of LELO

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Photo of OLGA™ Courtesy of LELO

OLGA™ offers pleasure fit for a queen and is considered “royalty” amongst the LELO family of pleasure products and is loved by millions of folks around the world. This beautifully crafted object delivered in a velvet-lined wooden box is available in stainless steel ($795.00) or 24-carat gold plate ($3,490.00) for a delicious blend of temperatures, sensations, and luxury.


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Photo of LUNA Beads™ LUXE Courtesy of LELO

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Photo of LUNA Beads™ LUXE Courtesy of LELO

When you are searching for the ultimate in Ben-Wa beads perfect for strengthening Kegel muscles that help with increased sexual sensitivity and longer, stronger orgasms, LUNA Beads™ LUXE are the perfect option. Available in stainless steel ($2,090.00) or 20-carat gold ($3,090.00), these weighted beads subtly vibrate as the body moves for a long, slow build to an intense climax.


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