SID AZMI - hedonist, woman, lover, mother, friend, proprietor
"Sex to me is frolicking. When we frolic, we're playing with one another. During play, we're learning, exploring; we come forth together with enthusiasm and with an earnest desire to share a good time. We are indulging each other's senses; we are attentive to and are gentle with our lover's vulnerabilities; we are making love with the entire person - not just with their genitals. Our love making becomes a deliberate affair, orgasms no longer the goal of this fantastic hedonistic journey. I'd never just want to fuck. I frolic. I play. I love." - Sid Azmi
Iconic actress, singer, playwright and screenwriter Mae West once said: “Good sex is like good bridge. If you don't have a good partner, you'd better have a good hand.”
No matter what situation you find yourself in, sensuality sage Sid Azmi—owner of Park Slope, Brooklyn’s premiere pleasure boutique, Please—can guide you to summiting the peak. Sid’s journey to embracing and experiencing her own sexuality includes liberating herself from a conservative Singaporean upbringing, devoting herself to a career in frontline healthcare, and mothering her son. Through these experiences, her empathic gifts, and her natural swagger, she brings a bold, liberated, and holistic sexiness to Please.
Sid’s empowering journey spans her formative years as a Malay, Indian Muslim girl born and raised in Singapore disconnected from her body and the delights right at her fingertips, to the sensitive badass she is today. Sid is the owner and head honcho of the beloved—and critically acclaimed—Brooklyn-based educated pleasure shop Please, located at 557 5th Ave. Here, in an intimately elegant setting, her clientele can explore everything from crystals and bath oils, to bondage gear, to vibrators and lubricants, among other toys of intimacy.
Please is the epicenter of Sid’s crusade to change the way people think and talk about sex, and bring it to the mainstream as a daily indulgence. “I want to move away from the sensationalized Hollywood image of sex because sex is for everyone, not just for ‘young, sexy people',’” she says.
Since the boutique’s opening in 2015, Please has become a community hotspot with a program of inspiring and arousing classes and workshops, and a bevvy of products curated by Sid to meet her stringent requirements of functionality, safety, and ultimate pleasure principle - pleasure is unique to the individual. Besides love from the community, Please has garnered accolades in Cosmopolitan, Park Slope Stoop, Brooklyn Paper, Maxim, New York Magazine, Heaps, and A Women’s Thing.
Sid welds an intriguing profile outside of the boutique. She’s a single mother, and a radiation therapist who has worked at Brooklyn Radiation Oncology, Beth Israel, and world-renowned Memorial Sloan Kettering Cancer Center and Massachusetts General Hospital in Boston, as well as a contributing writer as a sex columnist for the magazine AWT - A Women's Thing. These experiences outside her boutique with people during vulnerable and painfully complex moments have made an indelible impact on Sid’s view of humanity, and they emboldened her nurturing and empowering soulfulness. “Having people open up to me was such an honor,” Sid marvels. “We had deep conversations, and I learned that if you’re gentle and patient with people it allows them to open up and accept affection and warmth.”
Another powerful lesson Sid learned from these transformative times is that sex is a lifelong pursuit. “Bodies change with age and illness,” she says. “But, if we’re educated, we can enjoy great sex throughout life. “
Within the realm of educated pleasure, Sid is a self-made successful entrepreneur and a kinetic leader with a powerful story. Sid was circumcised, and is a sexual and domestic abuse survivor. She moved to America at a young age to start her life over on her own terms. “I ran away from all that, and once I made peace inside, I found I still had the desire to have sex,” she reveals. “The sexual challenges we all face may seem unsexy, overwhelming, or isolating—as if we are the one ones facing a certain sexual difficulty—but what my journey proves is that anyone can discover good sex for themselves, on their own terms, because we all deserve it.”
Sid’s magnetism courses through Please. Her approach as an educator and guide is nurturing, holistic, and funny as hell. “For a lot people, sex is taboo, and there is a lot of shame surrounding it, but humor breaks down people’s guards,” Sid says.
Please’s warmth and intimacy reflect the fruits of Sid’s emboldening path. The boutique’s big open windows send the message: “it’s okay to enjoy your body.” There is a range of candles, oils, crystals, sex toys, educational books on just about every sex topic, and bondage gear. Sid’s stirring store mantra attracts a diverse cross section of customers, including young professionals, seniors, new moms, people with disabilities, the LGBTQIA community, and a broad cross section of ethnicities.
Though she’s clearly found a way to please herself–professionally, that is–the most gratifying aspect of her journey has been illuminating others’ paths to bliss. Sid has been known to share aspects of her own conservative religious upbringing to forge a compassionate bond with her clients as they mull over their obstacles of intimacy. “I’m not here to make a sale, I’m here to create a lifestyle for the people in my community. Sex isn’t scary, it’s doable, and should make you feel incredible.” She pauses, and laughs good-naturedly: “My contribution to society is actually fairly charitable—how many people are getting it on because of me?!”