Exclusive Interview with Elsa Viegas a Co-founder of Bijoux Indiscrets

Bijoux Indiscrets is an intimate adult lifestyle company who design a large range of fashionable products that are absolutely beautiful, stunning and immaculate. Their product’s are delicately designed with the connection of romance and eroticism in mind. Their brand names include:

  • Maze: Vegan friendly BDSM accessories made in the colours black and light brown.
  • Magnifique: Delicate body chains made in silver and gold colours that can be paired with lingerie or worn on bare skin.
  • Desir Matallique: A collection of chains and metallic mesh accessories made in silver and gold colours which can be turned into bondage wear.
  • Pleasure Toys: The world’s first diamond shaped vibrator named “Twenty One Vibrating Diamond”.

They also have a wide selection of classic adult lifestyle products including massage candles, oils, perfume, strapless masks, body paint, boudoir essential, mix les petits bonbons, nipple cover pasties and oral play.  This is an Exclusive Interview with Elsa Viegas a Co-founder of Bijoux Indiscrets with the Adultsmart Blog.

Tell me about yourself?

I’m the designer and co-founder of Bijoux Indiscrets. My name is Elsa Viegas and I was born in Portugal, where I graduated in Graphic Design. Two years later, I  moved to Barcelona to complete my studies with a Master’s Degree in Advertising Communication. After a couple of years working in advertising for accounts including Audi and Montblanc, I co-founded Bijoux Indiscrets in 2006. Bijoux Indiscrets has now really established itself as a pioneering brand in erotic chic. I currently devote all my time to the company and to my English Bull Terrier, Missy, my other passion. I also love to cook, I can not live without music, I devour movies and I love to relax doing DIY tasks.

What is your favourite accomplishment?

Founding Bijoux Indiscrets. I never thought about working for myself and now I have this amazing team of 18 people with whom I love to work and share my time.

What are your favourite quote/s that inspire you?

I grew up with my dad telling me that:

“My freedom ends where others’ begins.”

This is very important, we could achieve a great amount of harmony if we live and let live. Another important thing in my life is that I believe in karma, so my advice?

“Be kind. Be nice. Be your best you. It will get back to you.”

Elsa Viegas Quote
Quote: Be Kind, Be Nice. Be your best you. It will get back to you by Elsa Viegas

What is the story behind the inspiration, creation and development of your company and product range?

I met Marta when we worked together in an advertising agency. We co-founded Bijoux Indiscrets in 2006 after witnessing the lack of pleasure products created by women for women. Too many products in the industry are created for women, but designed and marketed by men.

Your brand was primarily established by inspirational, confident, sex-positive and motivational women. Have you found this to be your driving force of your brand?

From our products, to events, to side-projects, our whole brand is centred around celebrating women and female sexuality. Through  history, female pleasure has been treated almost as if it doesn’t exist. Women have been denied the right to feel pleasure on our own terms, yet our bodies are designed for it. We want to reclaim our power!

Your recent BDSM accessory inspired collection MAZE is absolutely sexy, environmentally conscious and 100% vegan friendly. How did you manage to combine all these aspects into an adult lifestyle range?

I guess when you run a company you have a huge responsibility with whom and what surrounds you, after all you affect people’s lives. It is impossible to separate my own beliefs and my philosophy from my work. It affects the way I do things. I love being a woman, I love feeling sexy and I’m also a vegan and I do my best to take care of the planet. So every time I develop a collection those values affect the final result.

What do you love most about your brand compared to other companies?

We are committed to women, celebrating female pleasure and sexuality, animal welfare, and the environment, amongst other things. None of this is a gimmick: we carry out all our actions because mean them and they are necessary – not because they are in trend!

Tell me about your product range?

Bijoux Indiscrets is focused on products that enhance sensuality and sexual empowerment. We develop sensual accessories, erotic cosmetics and we have one of the most iconic (and discreet) sex toys in the industry: the vibrating diamond Twenty One!

Bijoux Indiscrets Vibrating Diamond Sex Toy
Sex Toy: Twenty One Vibrating Diamond

How many adult lifestyle products have you sold?

I guess it is not how many products we have sold but how many people’s lives we have touched. If only a small percentage of the passion we put into every product we make is translated to and felt by a consumer that has bought only one of our products, well, this is more important than units sold!

What locations around the world do you sell them?

We are currently present in over 50 countries around the world throughout Europe, Asia, and the United States.

What are your best sellers?

Our current bestsellers are the Tassel Choker and H-Harness from our MAZE Collection. They are really versatile accessories and the perfect blend of fashion and fetish, so they appeal to many different people. It’s amazing how many ways people have styled the whole collection!

Maze H-Harness Photo
Photo: Maze H-Harness

If you could pick just two pieces from your product range, what would you choose and why?

I would pick the X harness. It feels like a pair of suspenders with superpowers. I really feel good wearing it. It looks and feels good. It is like an instantaneous empowering suit. And because MAZE is our latest collection and I’m so proud of it, I would also choose a choker (wide or thin) – it really adds a great amount sexiness to your look!

What are the most memorable quotes that you have heard about your product range?

As you can imagine, working in this industry gives people freedom to tell you things and ask you the most interesting questions, but one of the best moments I had was launching the vibrating diamond and having such great feedback from adult women of all ages. No one felt attacked or offended, and it was an icebreaker in so many moments that would lead to great conversation, experiencing change, or simple talking about intimacy with people that never dared to before.

What have you learnt from creating the Fiction vs Reality Project online gallery for orgasm sounds? 

Since we launch our first sex toy, the vibrating diamond, we found out that there was a big gap between our industry and women – knowledge. There are still so many fears, shame, taboos, lack of information about how our body works and how female pleasure works. So we made this sex study called Fiction vs Reality  to discover how much the porn industry and the romantic movies (fiction) was affecting our love lives (reality). Are we really feeling or are we more concerned about how we should behave and sound during sex? Is there a standard way? A standard sound? Why is there a need to fake our pleasure? The results of our study showed us that there still exists shame surrounding female pleasure and masturbation, that there are still stereotypes from the movies, that no two women are the same, and that the sound of pleasure is as plural as us women. To make the whole study more tangible, engaging, and participatory, we developed the Orgasm Library, where women can upload their real sounds, their orgasms, 100% anonymous and 100% plural.









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