Thien-Kim Lam, founder of Bawdy Bookworms, combines romance novels with erotic toys in a subscription box service, aiming to empower women's sexuality and promote diverse voices within the romance genre. Lam's venture also includes her work as a romance author, with her book "Something Cheeky" recently released.
Bawdy Bookworms: Pairing Romance with Pleasure
Bawdy Bookworms, a subscription box service founded by Thien-Kim Lam, offers curated packages that include a romance novel and erotic toys. The service, described by Cosmopolitan as the "best book subscription box 'For the Naughty Curator'," delivers these items quarterly to subscribers' doors. Lam's background as a sex toy expert and her interest in romance novels inform the concept behind Bawdy Bookworms.
The subscription box aims to elevate the experience for romance genre fans by providing products that encourage personal physical pleasure. Each box contains four or five items, including a romance book and pleasure products. Bawdy Bookworms also operates an e-commerce store.
Lam launched Bawdy Bibliophiles in 2015, which is now celebrating seven years in business. She stated that she was unsure if the business would continue past its first year. The target audience for Bawdy Bookworms is primarily women in their late 20s to 50s, many of whom are serious romance readers who prefer books with "spicy" romance scenes. Lam noted that a majority of customers are at the beginning of their journey with pleasure products, seeking more experience both on the page and in the bedroom.
Popular items in Bawdy Bookworms' boxes and online store include glass toys. Customers, many of whom are vulva owners, tend to favor clitoral stimulants such as sticks, bullets, and suction toys. Anal plugs and dual-stim toys are also popular. Bawdy Bookworms regularly features brands such as System JO, Blusher, CalExotics, and Standard Brands in its subscription boxes.
Curating the boxes involves ensuring that the pleasure products align with the theme of the featured book. Lam mentioned that a challenge is finding suitable toys where the packaging is not too large for the box, as altering packaging is not cost-efficient for the volume of boxes shipped.
Championing Diversity and Empowerment
Lam uses Bawdy Bookworms and its e-commerce store to highlight underrepresented voices, including BIPOC, LGBTQIA, neurodiverse individuals, people with disabilities, and those from historically marginalized backgrounds. She stated that she became tired of reading about white women falling in love and, as an adult, sought more inclusive romances with "spicy" scenes. Lam believes that culture often dismisses anything that prioritizes the pleasure and independence of women and people from marginalized backgrounds.
Subscribers to Bawdy Bookworms also gain access to a private online forum that functions as a "virtual book club." Discussions about viral products occur in the community's Facebook group, where Lam frequently advises on finding toys that suit individual needs and preferences rather than immediately following trends.
Lam emphasizes the importance of inclusivity in romance novels, stating that readers desire "good representation from books that feature characters from underrepresented backgrounds." She also offers consultation to retailers interested in creating "spicy" romance and sex toy pairing displays in their stores, noting the significant market for such books.
To reach customers who value diversity, Bawdy Bookworms offers a free "Inclusive Romances & Sex Toy Enjoyment Pairings Guide" to those who sign up for their newsletter. The company sends out a weekly newsletter, with increased frequency during promotions. Lam reported that early attempts at paid advertising on Facebook were unsuccessful, with ads and even blog posts being rejected. Bawdy Bookworms has found better results through a brand ambassador program and word-of-mouth. Lam connects with her target audience in online communities for romance readers and has collaborated with romance authors and podcasts.
Regarding social media presence, Lam believes that a niche business does not need to be visible on every platform. Bawdy Bookworms is most active on Instagram and in its private Facebook group, but focuses on its newsletter and private community.
Thien-Kim Lam: Author and Entrepreneur
Beyond Bawdy Bookworms, Thien-Kim Lam is also a romance author. Her debut book, "Happy Endings," from Avon Books, recently earned out its advance, meaning it sold enough copies to cover the advance from her publisher and is now generating royalties. Lam considers this a significant milestone, as many novels do not achieve this. Her book "Something Cheeky" is available now. "Something Cheeky" is a friends-to-lovers romance centered around a Vietnamese Cinderella rock musical. Lam also has a "Boss Babes" series that features Vietnamese main characters. Her book "Full Exposure," a Mardi Gras romance, is scheduled for release on February 21, 2023. She is currently writing her third book, which is planned for a late 2023 release.
Lam has been a reader of romance books since fifth grade. She spent 13 years as an enjoyment products party professional before launching her business. She has been featured on NPR, BBC America, and NBC.
Lam stated that she does not believe in "hustle culture" and has worked to establish boundaries between work and family time. She advises aspiring romance writers and "femmepreneurs" to build a supportive team and to "just launch the damned thing" when starting a business, as testing a product in the market is the best approach.
Lam defines personal success as being able to change the world by doing what she loves and making a living from it. She aims to write books that challenge stereotypes of Vietnamese Americans and to run a business that elevates authors from underrepresented backgrounds while encouraging readers to prioritize their pleasure. She finds the most rewarding part of owning Bawdy Bookworms to be when a customer shares how a book or product has increased their body confidence, stating that "pleasure is a human right."
Key Facts
- Thien-Kim Lam is the founder of Bawdy Bookworms, a subscription box service that pairs romance novels with erotic toys.
- Bawdy Bookworms is celebrating seven years in business.
- Lam's debut book, "Happy Endings," has earned out its advance and is now generating royalties.
- Her book "Something Cheeky" is available now, and "Full Exposure" is set for release on February 21, 2023.
- Bawdy Bookworms aims to highlight underrepresented voices, including BIPOC, LGBTQIA, neurodiverse individuals, and people with disabilities.
- The target audience for Bawdy Bookworms is primarily women in their late 20s to 50s who are serious romance readers.
