From Clock Shop to Cock Shop: Jill Cataldo's Journey with LoveJoys

Jill Cataldo's path to business ownership began on a high school stage, donning lingerie as a stripper which is not exactly the typical entrepreneurial origin story you'd find in a Harvard Business Review case study. But for the owner of LoveJoys, it was the spark that would ignite a decades-long career in the adult industry.

"That was my first real job in the adult industry, and it just clicked," Cataldo said.

By 1999, she'd traded the stage for the bar, slinging drinks at strip clubs and swapping stories with regulars about her performing days. But Cataldo had bigger ambitions brewing. At 22, she became manager at LoveJoys which was ironically, a clock store at the time.

Where It All Started

The original owners, Patricia Nelson and George Spadia (affectionately known as Patsy and George), were slowly transforming their timepiece business into something decidedly more risqué.

"I thought Patsy and George were just horny little hippies," Cataldo said. "They literally changed their clock store to a cock store."

Life intervened when Cataldo left to start a family, marrying her partner Antonio. When Patsy and George decided to sell, they reached out to the couple. Knowing Antonio was looking for a retail opportunity, they bought the business together, running it from 2011 to 2017.

But when their marriage ended, so did their business partnership, and LoveJoys had to close its doors. Cataldo wasn't ready to let her baby die, though. Using money from her divorce settlement, she bought back the shop. This past October 11th, LoveJoys reopened its doors with Cataldo at the helm once again.

Today, the shop is far more than just a retail space. Complete with sex swings, a pole, and an array of props, LoveJoys offers boudoir photoshoots, adult parties, and serves as what Cataldo calls "a local kinkster meetup spot,” perfect for adventurous bachelorette parties or anyone looking for a toy to rub one out.

Technology's Curve Ball

With over two decades in the adult industry, Cataldo has weathered significant changes. The biggest challenge has been technology's relentless march forward.

"We used to sell adult DVDs and movies, but we had to stop because everything's free online now," Cataldo said.

The shift forced her to completely reimagine her inventory and business model. Social media marketing presented another hurdle.

"It's been hard to learn how to market on social media," Cataldo said. "I've taken a lot of Google courses to figure stuff out, but it's definitely still something I'm working on."

Instead of wrestling with algorithms and engagement rates, Cataldo leans on something more reliable: good old-fashioned word of mouth. LoveJoys has been a community staple for years, first as a clock shop, now as a sex store, like the local K-Mart, but considerably more interesting.

The Days of Radio

One of Cataldo's favorite memories showcases how much the industry has changed.

"I went to a radio station where they set up a cardboard racetrack for a vibrator race," Cataldo said. "People would call in, pick a number, and these vibrators with car-body numbers would race on-air. They'd pick a winner live."

It's a far cry from today's digital marketing landscape, but it captures what Cataldo values most: genuine connection with the people around her.

For Cataldo, success isn't measured in conversion rates or social media followers, it's about the daily interactions that make her work meaningful. As a one woman operation, she's focused on creating a welcoming environment that promotes sexual wellness and community connection.

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