Amy Carnegie, head of buying and product development for Good Vibrations, Babeland, and Camouflage, has been nominated for Retail Buyer of the Year at the 2027 XBIZ Exec Awards. Carnegie’s career in the pleasure industry spans nearly 15 years, beginning with a part-time sales associate role at Good Vibrations’ Oakland location in 2012.

Career Trajectory and Leadership Roles

Carnegie initially sought a part-time job close to home while pursuing a master’s degree in forensic psychology. She found Good Vibrations’ Oakland store convenient due to its location on her bus route to school. Her initial role as a part-time sales associate evolved into a full-time position, leading to promotions as a lead, assistant manager, and eventually store manager.

Her career advancement continued as the company expanded its retail operations. On the same day Carnegie was promoted to store manager, the company announced its acquisition of Babeland. This acquisition introduced her to another retailer with a similar mission and approach to sexual wellness, which led to additional leadership responsibilities.

In 2018, Carnegie was asked to manage Babeland’s Seattle store for the summer. After assisting with team building and promoting employees to leadership positions, she was named Babeland’s area manager. This role involved traveling between Seattle and New York, overseeing four Babeland locations, while also continuing to supervise her original Good Vibrations store in Oakland.

The COVID-19 pandemic presented additional challenges for retail operations. In New York, Carnegie helped manage shifting regulations, implemented safety protocols, coordinated curbside pickup services, and prepared employees for store reopenings.

Connecting Psychology and Product Development

Carnegie identifies a connection between her academic background in forensic psychology and her work in the pleasure industry. Her academic training emphasized the importance of listening, understanding individual experiences, and recognizing diverse needs and expectations in sensitive conversations. This philosophy informs her approach to retail operations and product selection.

As head of buying and product development, Carnegie evaluates merchandise, develops private-label offerings, and collaborates with the marketing team on vendor sponsorships and promotions. She continues to spend time in stores, leveraging her operational background to assist with staffing, employee training, technical troubleshooting, and direct customer interactions. These interactions provide insights into consumer behavior that sales reports or secondhand feedback may not capture.

When evaluating new products, Carnegie considers design, functionality, packaging, materials, and overall customer appeal. Her experience across multiple stores and markets informs her understanding that a product’s success can vary depending on the customer base of a specific location. She aims to introduce products that may not be widely available elsewhere.

Carnegie has observed changes in consumer behavior, particularly since the pandemic. She notes a shift from customers gravitating toward familiar products to a greater willingness to try new ones, influenced by increased exposure to online shopping and digital content. An example of adapting to these changes is the company’s decision last year to introduce sexual enhancers, a move that required research and consideration of how the category aligned with the retailer’s educational approach.

She finds satisfaction in bringing new products to market, especially when customers enjoy items she helped develop for Good Vibrations’ own brand. During a recent shift at the San Francisco store, a shopper enthusiastically recommended a new private-label toy to a friend, describing it as life-changing. Carnegie found this interaction rewarding, having contributed to the product’s selection and development.

Mentorship and Industry Collaboration

Carnegie credits mentors and industry colleagues for contributing to her understanding of product selection and manufacturing. Among those who influenced her was former Good Vibrations buyer Coyote Days, whose approach to evaluating merchandise made an impression. Carnegie recalls visiting warehouses, learning about manufacturing processes, and observing the journey of products from development to the retail floor.

She also attended early vendor training sessions with industry professionals such as Lovehoney Group’s Kim Card, Lupe Martinez of CalExotics, and Brent of Aneros. Their expertise helped shape her early understanding of the business. Today, she collaborates with some of these same professionals in her current role, where she makes purchasing decisions.

As Good Vibrations approaches its 50th anniversary in 2027, Carnegie aims to honor the retailer’s history while pursuing growth opportunities. She seeks to continue meeting people, collaborating on ideas, and contributing to the normalization of pleasure.

Key Facts

  • Amy Carnegie is the head of buying and product development for Good Vibrations, Babeland, and Camouflage.
  • She began her career in 2012 as a part-time sales associate at Good Vibrations’ Oakland location.
  • Carnegie was nominated for Retail Buyer of the Year at the 2027 XBIZ Exec Awards.
  • Her career progression included roles as lead, assistant manager, store manager, and Babeland area manager.
  • Carnegie’s academic background is in forensic psychology, which she connects to her approach in the pleasure industry.
  • She has been influenced by industry professionals including Coyote Days, Kim Card, Lupe Martinez, and Brent.