Audrey van Ham: ‘You just have to go through the pain.’

Sex, erotica, vibrators, lube, lingerie… At one time, the name Christine le Duc would have been synonymous with porn. Now, however, it is clear that this brand is more than a sex shop. At the helm is Audrey van Ham. We met at the flagship store in Rotterdam. Audrey does not flaunt her sexuality. Far from it. Before me stands a glowing woman, somewhat understated, with long, wavy hair. She wears a white shirt, black trousers and a fuchsia jacket. She appears to be deliberately distancing herself from the stigma. As the photo shoot begins, I notice that she is rather tense. Is it modesty, awkwardness or a conflict within herself? I can’t quite work it out.

Text: Mariska Pinxt – Van Iersel
Image: Mirella Sleenhof

Grandma knows best

It was her grandma who drew her attention to an advert for a lingerie buyer at Pabo/Beate-Uhse. Pabo was a large, well-thought of employer in the region. No one thought anything of it that she should start working there. She was ambitious, and climbed up the ladder. She was the youngest in her team, yet took on the purchasing manager role. It didn’t go down well with everyone: “If you suddenly go from being just another member of the team into a management position, it isn’t easy for everyone to swallow.” Audrey kept her head down, worked well for the company and introduced processes that were commended. But at the age of 28, she also had to deal with corporate restructuring.

“I had to fire people. I could have asked someone else to do it for me. But I wanted to be the one to do it. It was so hard. But I learnt so much from it. You just have to go through the pain.”

Audrey compares it to racing, one of her great passions. “You’re at the start line, put your foot on the pedal and have to manoeuvre your way through the masses to win your spot.”

Pabo was a listed company active in 7 countries. It operated as a matrix organisation and the management was 99% male. Which works, if everyone fulfils their role and wants to work together. But that wasn’t the case. There were too many alpha males busy protecting their own territory and neglecting the interests of the company. According to Audrey, the difference between the genders is that women are more solutions-focused in their work. The look at the bigger picture and want to collaborate. Her husband, Erwin, whom she met at Pabo, had since left the company. Audrey – by now a director – wasn’t yet ready to abandon ship. She was proud of what she’d achieved. And didn’t want to fail.

After maternity leave, she went back. But it didn’t work. Her head won over her heart, and she chose herself over the job. “Looking back, I should’ve left sooner. But I was too proud. She took leave and headed to Spain where she spent some time with her husband and child. Two years later, she founded clothing brand, Capsule Antwerp. Then she got the opportunity to take over at Christine Le Duc. She couldn’t resist. A brand with a great message. Here, she’d be able to convince everyone of her approach: a shop not only with sex attributes, but also focused on lingerie. Female-friendly.

‘Looking back, I should’ve left sooner. But I was too proud.’

After maternity leave, she went back. But it didn’t work. Her head won over her heart, and she chose herself over the job. “Looking back, I should’ve left sooner. But I was too proud. She took leave and headed to Spain where she spent some time with her husband and child. Two years later, she founded clothing brand, Capsule Antwerp.

Then she got the opportunity to take over at Christine Le Duc. She couldn’t resist. A brand with a great message. Here, she’d be able to convince everyone of her approach: a shop not only with sex attributes, but also focused on lingerie. Female-friendly.

As she speaks, Audrey’s winning mentality comes through. Perhaps a need to prove herself – to herself and those around her. She wants to win at hockey, card games and racing. And she wants to prove that her vision of the world of erotica is right.

Sexual freedom
Christine Le Duc’s mission statement is to give everyone a better sex life. That’s a journey that begins at a young age. Through the media, festivals and schools, she makes sure that youngsters are well informed when it comes to sexuality. A workshop on female pleasure is not a luxury, but a necessity. If you know what gives you pleasure, you are more able to experience that with a partner.

“The Netherlands is pretty conservative in that sense. They are much more comfortable with sexuality in other places. People are freer with their bodies.” Her own dress sense adds weight to her words: Smart, no cleavage and nothing that references eroticism. The care for her appearance also says something about ‘not being free enough’. On social media, erotica is still being banned and at the time of writing, banks are reluctant to issue loans to those in this business. Pretty incongruous when you think that (nearly) everyone gets pleasure from sex.

Growth
There are currently five stores, with growth ambition. Oddly enough, there is no store in the capital. Though it’s on the to-do list. The stores are set for a make-over. With a focus on experience and moving campaign images that catch the eye. The dropped ceiling will be replaced by an accessible, high-end design. The focus for the time being is investment in brand marketing and social media to reach a younger audience.

‘Choose your battles and don’t entertain trivialities.’

In addition to the five stores, there are two franchises that were inherited with the contract takeover, without any definitive plans. Since Audrey and her team took over, the focus has been on online growth and the profitability of the stores. “Choose your battles and don’t entertain trivialities – especially when you’re part of a small team”, she says.

Thanks to Coronavirus, the online business has had a strong boost. The Netherlands was locked down for two weeks, and then the orders came in en masse. Turnover tripled. But it still wasn’t enough to recuperate the trade that had been lost. Business is almost back to 100%.

Madre de Familia
At home, from cooking to brushing her teeth in the morning, Audrey never talks shop. She enjoys spending that time with her six-year-old daughter. Four days of intensive work followed by some down-time suits her fine. As a blended family (she has a bonus daughter and son aged 21 and 20), she and Edwin have had to work hard. Their daughter has kept them close. And eating good food together during the pandemic has helped bring them even closer together. Food unites. And as a family and with friends, they have enjoyed many a meal seated at their long dining table in Knokke. Pure joy.

Audrey van Ham, she decides. She decided that losing is not an option.

Audrey plays centre-mid in her hockey team and is the driver in rallies. Business-wise, she has the drive to prove that there is another way. That there has to be another way in the world of erotica. Having observed a timid, somewhat insecure woman when I arrived, as our conversation has progressed, I feel the need to proclaim her mission. As she talks with her hands, I see the passion in her eyes, and words make up for what at first I didn’t see. Perhaps that’s her way: grow through the process and then ‘boom’.

When I ask her if she’s become the person she wanted to, her answer is a resounding ‘yes’.

With an exciting goodie bag in-tow, the photographer and I head back to Eindhoven. I ponder what awaits at home. One thing’s clear: I decide.