Sh! Women's Erotic Emporium is a British sex shop. It has a shop in the East End of London, as well as an online store. It was started in 1992 by Kathryn Hoyle and Sophie Walters. Cultural impact Hoyle discovered the Rabbit vibrator in a sex toy warehouse in 1992. It was named "Roger Rabbit", but her renamed version, the "Jessica Rabbit", has since gone on to fame, starring in television shows including Sex and the City. Many were sold in 1999, after Cosmopolitan ran an article on female masturbation. Projects Sh! runs educational workshops and collaborates with National Health Service Trusts in providing sex toys for women with sexual difficulties. 2003 International Sexology Conference In 2003, Adeola Agbebiyi from the Barts and the London NHS Trust, and Kathryn Hoyle and Angel Zatorski both from Sh! Women's Emporium, presented two papers exploring the relationship between women and sex toys. Awards Sh! has been awarded Ethical Consumer status by ethicalconsumer.org for their informed and information-giving standpoint on sex toys. Sh! has also won the 2005 Erotic Awards Special Judges Award for being 'the best sex shop in town ~ possibly the world!' In 2007, Sh! was named in the g3 magazine Readers' Poll as 'Best Adult Store Online' and 'Best LGBT friendly business'. In 2008 the business was awarded the Readers' Poll 'Best Online Retailer' award. References Sex shops British companies established in 1992 Retail companies established in 1992 Shops in London Feminism and sexuality