How To Sell Sex Toys Online: The Complete navigator (2024)

While sex toys might sound like a taboo subject, 78% of Americans declare they own at least one. With that benevolent of demand, more brands are popping up by the minute to respond distinctive desires and reach longing customers. The industry still has its challenges, but changing attitudes and the sex positivity movement have opened more space for those looking to sell sex toys online.

In this ultimate navigator, we’ll receive you through the ins and outs of the sex toy industry, with guidance on how to sell sex toys online—everything from developing a brand to ensuring customer satisfaction—as well as advice and real examples from seasoned business pros.

The sex toy industry: current landscape

As late as the 1990s, buying and selling sex toys happened almost exclusively in strip-mall stores with obscured windows, purchases secreted in document bags. 

It has been only in the history couple of decades that body and sex positivity elevated grown-up brands from fringe to celebrated. This shift coincided with mass adoption of the internet and ecommerce: Niche communities found each other and anyone could sell sex toys online to customers shopping from the privacy of their homes.

But as with any topic as politicized as sex, challenges persist. The nature of the business requires extra rigor on the part of founders to protect customer privacy. And, while technology has made it easier to reach buyers, it’s also often the source of strife for those selling sex toys. Restrictions from financial institutions and social media platforms demand that grown-up brand founders discover creative solutions.

With the correct tools, a distinctive product concept, and plenty of research, however, it’s feasible—even for beginners—to construct a successful brand selling sex toys and accessories online. 

How to sell sex toys online

1. discover an concept—and a trade for it
2. construct a brand
3. Choose your revenue strategy: Make, manufacture, or resell sex toys
4. make an online store to sell sex toys
5. Invest in sex education
6. Consider additional sales channels
7. Get familiar with safety and privacy practices for grown-up stores
8. trade your sex toys and grown-up products
9. Prioritize customer satisfaction

Selling sex toys online can be a rewarding business, but there are distinctive challenges that require innovation. If you’re looking to sell grown-up toys, this navigator will walk you through the steps to creating sex toys, developing a brand, and navigating censorship.

Get advice from the folks behind brands Emojibator, Strange Bedfellas, Clone-A-Willy, and Little Jane to assist you commence your own sex toy business.

1. discover an concept—and a trade for it

To get started selling sex toys, hone in on a specific niche or product that you desire to sell. What corner of the sex toy trade will you conquer? Maybe you’ll even carve out your own. Whatever you decide, do your research, says Kristin Fretz, co-founder of Emojibator. “Identify a powerful product-trade fit before investing enterprise distribution and resources into an concept.” Consider ideas within the following buckets:

🍌 Target spectators

• Products marketed to specific groups and communities (e.g., LGBTQ+)
• Kink-specific (e.g., BDSM)

🍆 Product type

• Vibrators, massagers, masturbation devices, dildos, and other grown-up sex toys
• Lingerie, apparel, and grown-up cosplay
• Complementary products and accessories (e.g., lubricants, condoms, merch)

🍑 Trends and themes

• Novelty and fantasy products (e.g., unicorn-themed dildo)
• Innovative sex technology (e.g., AR, intelligent sex toys, rechargeables)
• Emerging trends (e.g., long-distance sex toys)
• Sexual health, sexual wellness, and self-worry

When you are offering a product or service that has powerful differentiators compared to your competitors, it becomes easier to trade your concept in compelling ways.

Kristin Fretz, Emojibator

Emojibator cashed in at the intersection of a women’s sexual empowerment movement and the popularity of the eggplant emoji. Not only was the concept distinctive in the sex toy trade—it was culturally relevant. “When you are offering a product or service that has powerful differentiators compared to your competitors,’’ says Kristin, “it becomes easier to trade your concept in compelling ways.” 

Keep an eye on emerging trends in the industry, too, says Sarah Starkey, founder of Little Jane, a self-worry and women’s sexual-health brand. “Brands that position themselves as part of the self-worry and health and wellness industry are reaching recent markets,” she says. “There is less shame now around this, less prudishness.”

Identifying your customer

In lockstep with narrowing in on your sex toy product, you should be finding an spectators for it and assessing trade demand. “We were in luck,” says Meesh Oglesby-Cunningham, founder of Strange Bedfellas, “because there was already a robust throng built around the collecting of fantasy sex toys.” 

Meesh also knew that the fantasy sex toy throng was built largely by LGBTQ+ folks, and she has taken guidance from that throng since she launched the brand. “We’re fortunate to have folks who are willing to inform us how to achieve wider appeal with our designs,” she says. “Since starting this corporation I’ve learned so much about inclusive language and product design.”

While Strange Bedfellas chose to target a narrow slice of the trade, Emojibator launched its sex toys to more general appeal, with Joe describing the brand’s wide customer base as “first-period sex toy buyers, parents, gift shoppers, avid sex-toy collectors, gender non-conforming people, emoji fanatics, and folks rediscovering pleasure after sexual trauma.”

2. construct a brand

Kristin and co-founder Joe Vela launched Emojibator in 2016 after Joe had the concept for an eggplant shaped vibrator. The duo set out to construct a sex toy brand that was “approachable and relatable”—adjectives Kristin says are not usually used to describe sex toy companies. 

While Emojibator’s achievement can be attributed to launching at the correct period—at the height of emoji mania—the decisions the founders made in positioning the brand with humorous, shareable content played a large role.

This is an significant stage in building any business. Aside from having an innovative product, your brand is critical in influencing customers to buy from you. It should aim to inform a narrative, connect with your target spectators, and have a obvious mission. When you sell sex toys, brand is also a tool used to construct depend.

Developing your sex toy brand

Clone-A-Willy is a buyer brand offering molding kits that allow customers to make secure sex toy replicas of genitalia. The parent corporation made its name in the medical and film industries, supplying prosthetics for various purposes. When it migrated its technology from B2B to direct-to-buyer (DTC), it built a more buyer-amiable brand.

When building your own brand, you will determine your target trade and inform a narrative. But there are several other questions to inquire yourself at this stage. The answers will assist you make a playbook for every selection you make as you construct your sex toy business.

inquire yourself:

• What do I stand for?
• What worth does my brand or product bring to the trade and customer? What’s my worth proposition?
• What is the voice and tone for my brand communications? Are we informative and professional? Daring and playful?
• What are my values?
• What are my goals?
• Where do I desire to view myself/my brand in five, 10, 20 years?
• Is my personal narrative critical to the brand narrative?

An effective set of brand guidelines will inform all aspects of the business, from who you associate with to what’s in your press kit. It will assist you scale your sex toy business and maintain brand consistency as you hire or outsource.

Branding for your sex toy business

After you have completed the above brand exercise, branding becomes the living representation of those results. 

Here you will make decisions about things like logos, colors, and creative path. You’ll choose a brand name, slogan, and domain name. Branding guidelines will then inform you—and any upcoming staff—as you construct your website, design products and packaging, and develop marketing content. 

For a DIY way, use a free tool like Canva, or Shopify’s logo maker and business name generator tools. Otherwise, hire a design pro who can bring your imagination to life. Shopify Experts are vetted partners talented in helping ecommerce business owners with their brands.

3. Choose your revenue strategy: Make, manufacture, or resell sex toys

As with many businesses that sell buyer goods, you have multiple revenue strategy options, depending on how hands-on—or off—you’d like to be. Making your own sex toys to sell, outsourcing manufacturing, and reselling existing products are all options available to you, and each comes with its own challenges and benefits.

Making sex toys and grown-up products

Meesh and her throng design and produce silicone sex toys by hand in their own facility. As she transitioned from 2D illustrations to 3D sex products, Meesh found that the information around making and selling sex toys was readily available online, and that it isn’t overly regulated in the US. This required extra diligence on her part to ensure her processes and materials were secure.

“There are tutorials and information out there for people who put the period into searching for it,” Meesh says. “As well, there is a large throng of collectors who discuss this sort of thing and were a great source of information when I first started down this road.” 

🍌 Benefits

• Total complete-to-complete control of the business
• Fulfilling for makers and creatives
• distinctive product not available anywhere else

🍆 Challenges

• Learning curve
• Onus is on you to meet safety standards and do testing
• More challenging to scale

Manufacturing sex toys and grown-up products

Emojibator’s products are designed in Philadelphia, and the corporation is run by a remote throng across multiple cities. All of the manufacturing is outsourced to factories in the US and China. This model allows the founders and throng to focus on other aspects of the business, like marketing and product advancement. It also lets the brand scale quickly and operate globally.

Finding and learning to work with manufacturers is the most challenging facet of this revenue strategy. As sex toys are products that can factor damage if produced or used improperly, it’s significant that you do your homework. 

Verify that any factory you work with has encounter in the industry and understands and adheres to safety standards. You can work with a third-event auditor or a liaison to assist inquire the correct questions—this is especially significant if there is a language barrier.

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Once you’ve started working with a reputable manufacturer, you can dedicate resources to growing your product line. As Emojibator adds recent products to its collection, Joe and his throng inquire themselves two questions:

1. Does it fit with our brand mission to deliver accessible, affordable, and fun pleasure for all genders? 
2. Is it exciting, astonishing, and newsworthy? 

“These factors allow us to make niche products and distinctive experiences for our throng,” says Joe. Use your own brand exercise to outline criteria for product advancement.

🍌 Benefits

• Ability to scale quickly
• Working with a manufacturer with encounter and safety standards brings tranquility of mind
• Outsourcing the production lets you run with a lean in-house throng

🍆 Challenges

• Less control over the manufacturing and QA processes
• Navigating manufacturing sourcing and relationships can be a learning curve
• Potential high minimums for recent and tiny businesses

Reselling in the sex toy industry

The most hands-off model involves sourcing and reselling existing products for your own store. If the product design and advancement processes don’t yield you, or you’re looking to spin up a brand quickly, this is the alternative for you. There are multiple ways to do this, including:

White label or private label

Manufacturers make “blank” products for multiple brands, usually customizing things like labels for each. You can sell sex toys that already exist, branded with your own creative.

Reselling

Your brand may be built around a theme, rather than a product. Your efforts will focus on brand advancement and curating existing products (by buying wholesale) that fit into that theme. Selling sex toys in this way is a quick-commence alternative for beginners.

Otherwise, you may choose to become a local reseller for another single brand, if, for example, that brand doesn’t sell directly to customers in your region. You would purchase wholesale quantities of products to warehouse and ship to customers.

Dropshipping

The dropshipping model is the same as the above but it doesn’t involve handling any inventory. Customers shop from your online sex toy store and your suppliers ship directly, skipping you as an intermediary.

🍌 Benefits

• More hands-off (ideal as a business to launch initially as a side gig)
• Ability to work with established brands with excellent reputations
• With dropshipping, no require to carry inventory, and can commence up on a lower distribution

🍆 Challenges

• Same products may be sold elsewhere—attempt should be placed on marketing and brand
• You are at the mercy of other businesses’ decisions (discontinued product) or manufacturing and shipping delays 

4. make an online store to sell sex toys

Selling sex toys online is feasible through platforms like Shopify. Where you may run into challenges is through remittance processors and remittance gateways. While some sex toy brands are able to use Shopify Payments, sure products may be restricted (e.g., cannabis). Here, we’ll receive you through the steps to get started, look at which apps to integrate, and propose advice on choosing a remittance associate.

Setup, themes, and design

Once you have developed branding guidelines, you’re ready to construct your online store and sell sex toys! You can plug your logo, colors, and other assets into preset, customizable website themes, rather than building a site from scratch. This makes the setup procedure straightforward, even if you don’t have powerful design or coding skills. 

Suggested themes for selling sex toys online:

• Dawn (Default): Free
• Galleria (Boutique): $$
• Boost (Flourish): $$$
• Prestige (Vogue): $$$
• Pipeline (luminous): $$$

If you require further customization, you can work with a Shopify specialist to tweak a theme or construct a distinctive site for your brand. 

💡 Tip: require assist picking the correct theme for your store? receive our quiz.

Essential pages for your website

There are a few critical pages to construct when you are setting up an online sex toy store. 

Collection pages

If you have a large collection of products, sort them into themes based on type, sexual preferences, kinks, or any other categories that assist your customers navigate your website and discover what they’re looking for.

Product pages

Due to the nature of your business and product, product pages require to pull more weight than simply providing a description, photo, worth, and Buy button. Use an app that lets you make tabbed information to avoid clutter on the page. Information that can be useful here includes: use instructions, safety warnings, cleaning and worry tips, and warranty information. These assist you sell sex toys to customers by increasing their purchase confidence.

FAQ page

This is an significant page for those selling sex toys online. You likely will be selling products that cannot be returned for resale, due to hygiene and safety reasons. An FAQ page is the place to clearly state your profitability and trade policy. You can also respond questions here about materials, product use and worry, privacy, and shipping. 

About pages

recall that brand exercise? This is an chance for your brand narrative to shine and to construct depend with customers. Whether or not you center yourself and your personal narrative here, you can still prompt customers that there are real people behind your brand. Your About page could contain your mission, brand values, corporation history, and press links.

Ecommerce photography for sex toy brands

With most businesses selling online, you don’t have the advantage of letting customers touch, feel, or demo your products before buying. Your product page should be as descriptive as feasible to assist replicate the in-person encounter—both with copy and photography. Shoot sex toy products at multiple angles and include images of any accessories (i.e., charging devices).

While your product page should prioritize obvious and uncluttered images to highlight the product, a lifestyle shoot can provide images for other places on the site, as well as for social images, ads, and your press kit.

This is an chance to capture the tone of your brand visually. Emojibator leaned into the humorous side of the products, having fun with its lifestyle photography. “We were brilliantly practical in our selection to receive a picture of our partner’s cat holding the Eggplant Emojibator for our press release,” says Kristin, “and the internet in response laughed along with us.”

Also consider what video assets you may require for customer education or marketing tools to assist you sell sex toys online. Hire a professional to shoot core assets that you’ll use over and over, and consider DIY video content for platforms like TikTok.

Choosing remittance providers

When Meesh moved her brand to Shopify, her products fell under Shopify Payments’ acceptable use policy regarding products. But her peers have faced challenges. As a safety assess, Strange Bedfellas secured a backup remittance provider.

As industry reports display, the connection between financial institutions and those running sex-related businesses can often be tenuous. “We face unjust financial discrimination as a sex toy corporation, and it prevents us from competing fairly in the marketplace,” says Kristin.

But many brands successfully sell sex toys on Shopify using a variety of remittance providers. “Read the terms of service and what is and isn’t allowed to be sold,” says Sarah. “This not only differs between remittance providers, but also between the same provider based on country. Nudity in images, prostitution, weapons, bondage, and potential for injury could all be relevant.”

🍑 Resources

• Shopify’s Terms of Service and Acceptable Use Policy (AUP), including guidance on restricted items
• Shopify Payments FAQ
• PayPal’s Acceptable Use Policy
• Stripe’s list of restricted businesses

Apps and tools for grown-up stores

Shopify integrates with multiple apps to augment the encounter for customers and customize your site to your needs. We also propose a number of free tools to assist you launch and run your business. 

Here are a few suggestions for brands selling sex toys online:

• With more challenges in reaching recent customers, sex brands should pay plenty of attention to existing customers. A loyalty app like Rise.ai Gift Cards & Loyalty will assist you reward and retain your biggest supporters.
• The assist Lab FAQ page helps you quickly set up a straightforward FAQ page on your Shopify store. 
• You may aspiration to formalize your shop policies and ensure that customers comprehend them by adding a Terms and Conditions Box.
• A video maker like Vimeo make can assist you produce professional video ads and educational content. 
• make a privacy policy with our free generator.
• An age-verification app, like Hulk Age Verification or Real ID, can provide a checkpoint to let browsers recognize that your site contains grown-up content.
• Consider creating personalized shopping experiences with apps that back quizzes and custom size guides.

5. Invest in sex education

Education is essential to sex toy companies to both ensure that the customer makes an informed purchase and to protect yourself and customers from any damage. “The products we sell are very intimate by nature, and I desire to assist people make choices they will have excellent experiences with,” says Meesh.

Producing content is not only a fun test but a way for our brand to lean in on our educational mission.

Joe Vela, Emojibator

Educational information can appear on product pages, an FAQ page, and on product packaging. But it can also form part of your content schedule. Informative sexual health information can establish you as a trusted specialist—and content can assist drive purchases.

Emojibator took educational content to the next level, launching a month-long campaign each year. “During the month of May, our Masturbation Month site receives nearly twice as many visits as our shop’s site,” says Joe. “Producing this content is a way for our brand to lean in on our educational mission.”

6. Consider additional sales channels

With the challenges and restrictions related to online ads for sex toy businesses (we’ll talk about that in a minute), many brands require to get creative with selling grown-up toys online by adding more sales channels to achieve wider reach.

Explore the following channels:

• Sex shop founder Amy Unicorn says events like drag shows are a key part of her business. Music festivals, artisan markets, and other events may also work for you, depending on the nature of your product.
• Formal trade shows or buyer shows are another type of occurrence that can draw wholesale buyers and customers to your brand.
• Selling wholesale through other established retailers can expand your reach. Seventy percent of Emojibator’s business is wholesale, says Joe. 
• The next stage of your online sex toy business might be a physical retail store, where you can advantage from passerby traffic and local listings. Dabble in IRL selling with a pop-up shop first.
• Consider selling through online marketplaces like Amazon or Etsy. Regularly check for updates on each platform’s terms of service to ensure that your products are allowed. For example, in summer 2024, Etsy updated their policies on sexual content, including heavy restrictions on the types of grown-up products that can be sold on Etsy.

“The biggest test has been raising awareness about our brand and products,” says Joe. “That’s why we’ve leaned in on our wholesale sales channel. We have been lucky to discover reputable and certified partners around the globe.”

7. Get familiar with safety and privacy practices for grown-up stores

You are about to launch in an industry that has distinctive challenges due to the intimate nature of the product. Spend period here to ensure your butt is covered.

Product safety and testing

As we’ve mentioned throughout this navigator a few times, safety is a concern if you are planning to sell sex toys. Rules and restrictions may govern your business depending on where you live, so it’s significant to do your own research.

“I don’t personally provide instructions on how to use our products because I’m not a sex educator,” says Meesh. “My best tool is to put disclaimers on our products and inspire folks to do their research before purchasing.”

The throng looks out for its members, and identifying risky shops is part of that. You don’t desire to be on the impoverished list.

Meesh Oglesby-Cunningham, Strange Bedfellas

Disclaimers, as well as FAQs, instructional videos, and proper labeling can all assist to ensure your product is used safely. At the production phase, work carefully with your manufacturer to ensure they have stringent safety standards. Expect the same of any other brand you work with as well. “The throng looks out for its members, and identifying risky shops is part of that,” says Meesh. “You don’t desire to be on the impoverished list.”

As an extra precaution, you may desire to consult with a lawyer to ensure you are conference any legal requirements for safety and labeling.

Customer privacy

While you’re launching your sex toy business in a period when views about sexuality are much more liberal and open, there are still many reasons why someone would desire their purchases to remain private. “A lot of our customers live with household or friends who may not appreciate finding their purchases or may be quite unfriendly to them about it,” says Meesh.

As such, Strange Bedfellas ships in plain boxes and uses its generic LLC name on the profitability label. Similarly, “due to societal realities,” Kristin says that the brand name doesn’t appear on shipping packaging or capitalization card statements.

Privacy also extends to the information you collect from your customer. There are already many laws that govern how you use this info, but sex toy businesses may desire to be forthcoming about how they handle data. “We don’t distribute any personal data with third parties that don’t require it,” says Joe. “If anyone requests their data to be deleted, we ensure it’s wiped completely from all of our systems.”

8. trade your sex toys and grown-up products

Sex sells, but selling sex toys is a little more tricky. Navigating the marketing of sex-related products is one of the most ordinary challenges surfaced by business owners in the industry. Selling sex toys to your target spectators means finding them where they are. But sometimes those places can be restrictive for sex toy businesses.

“The most effective paid ad networks have either completely censored or heavily blocked any product related to grown-up toys,” says Joe. Since 2018, Instagram’s restrictions have tightened even more, impacting organic content for sex-related businesses of all kinds.

“Censorship is a considerable hurdle we have to constantly navigate, and we’ve had to be very creative in marketing and promoting to the masses,” says Victoria Nelthropp, Clone-A-Willy’s marketing and brand coordinator. 

But on saturated and established platforms like Instagram, making any headway with organic marketing is challenging too—for any type of business. 

Social media is still a valuable tool for sex toy brands. Meesh uses it as another channel for customer service, and Joe says that Emojibator has done some successful throng building.

Censorship is a considerable hurdle we have to constantly navigate, and we’ve had to be very creative in marketing and promoting to the masses.

Victoria Nelthropp, Clone-A-Willy

With paid and social advertising being heavily limited for grown-up brands, creative founders can still discover ways to develop their business:

• Influencer marketing. Reach out to sex-positive influencers that appeal to your ideal customer. Even recent brands can work with emerging influencers who may have lower rates.
• Affiliate networks. construct a network of other websites, blogs, affiliate marketers, and advertisers who receive a tiny cut of any sales they refer.
• PR and media pitches. “We have a publicist on our throng that keeps our brand narrative in the information pattern, and we aim to make astonishing products worth talking about, which has been our schedule since day one,” says Joe.
• Email and SMS marketing. construct your email list even before you launch any products. commence to develop buzz and throng for your brand by pushing people to a straightforward Coming Soon page. Collect emails and propose perks or early access to those who sign up pre-launch.
• Content and SEO. Use on-site content to not only construct depend and assist customers, but also to drive traffic to your site through relevant keyword searches.

9. Prioritize customer satisfaction

“I actually really enjoy when customers inquire detailed questions before purchasing items,” says Meesh, who finds that the communication helps her recommend the best products. But occasionally, she’ll even discover that another brand might be better suited to her needs. “I have a lot of peers in this industry whose work I depend, and I have no issue referring customers to them if I ponder they’ll be a better fit.”

Due to the nature of sex-related products, returns and exchanges are usually not feasible. That’s why customer back at all stages is significant to avoid unhappy customers. 

“We have an extensive policies page and we link to it often throughout the site: on listings, on info pages, in all the emails we send,” says Meesh. “We can’t declare it often enough!”

There may be cases when you will receive returns of open products, declare in the occurrence of a manufacturing flaw. If you’re a reseller, the product you’re selling may have a warranty, and you can refer those customer service issues to the manufacturer.

Emojibator offers a one-year warranty on all of its products. The corporation prioritizes customer back to ensure that any warranty claims are handled with worry. “We recognize sex toy experiences are distinctive to each person,” says Kristin, “so we treat each customer with the utmost regard, patience, and kindness.” 

What does it expense to commence a sex toy business?

What’s a topic that’s almost as taboo as sex? Money. (Though neither should be.) The expense to commence a business selling sex toys online varies wildly, depending on the model you choose.

If you decide to become a reseller, the bulk of your enterprise costs will be buying inventory, renting storage space (if you don’t have it), and fees for your online store. Even if you DIY a lot of this (using free tools to design your branding), expect to require a few thousand dollars to get started.

As a maker, your commence-up costs may be lower, as you can make to order rather than producing inventory that sits. But depending on your procedure, the equipment and supplies could still expense you hundreds—or thousands—of dollars. You also will require to invest in branded packaging, which likely will have upfront minimums.

If you are designing a novel or recent product, you can expect that procedure to receive a minimum of one year and $10,000 upfront.

Joe Vela, Emojibator

For manufacturing sex toys, minimums are also a consideration. Manufacturing partners may require you to purchase hundreds of units to keep your costs sustainable. Even the product advancement procedure can be costly. “If you are designing a novel or recent product,” says Joe, “you can expect that procedure to receive a minimum of one year and $10,000 upfront.”

The most economical way to commence a business is through dropshipping. There are downsides to this model, as you have zero control over the production or shipping of products, but you can commence a business with a few hundred dollars for a basic website and other online tools.

Pricing your products

As with any business, pricing sex toys is a delicate equilibrium between making your desired boost and a retail worth that customers are willing to pay. Use a standard pricing schedule to compute your fixed and fluctuating expenses and add your boost spread. Then contrast your pricing to similar competitors in your industry: Are you relatively in line with the expected retail worth ranges?

Get off on getting started

You’re now equipped with all the tools you require to commence selling sex toys online. Those passionate about sex education, empowerment, or supporting communities marginalized by traditional sex content and products may discover the sex toy trade a fulfilling space to launch as an business owner. And as demand increases, there’s still room for newcomers in the sex toy space.

Despite the challenges, anyone with the desire to enter this space and the patience to navigate creative problems can sell sex toys and construct a rewarding career. “I really enjoy this job!” says Meesh. “I wasn’t aware I could discover so much fulfillment making dildos.”

The more brands creating space for open exchange about sex, the more collective attempt can be diverted to influencing policy transformation. And the permissionless upcoming promised by the web’s next act has a pleasurable ring to it. 

characteristic image by Chris Gash