Hi,
I'm Amy,
The human behind Don’t Be Coy.
I'm 40-something, married to Mike, mum to Bunny and Liam, and generally supervised by two English Staffies who are convinced that every surface — including my lap while I'm trying to work — belongs to them.
I'm also disabled and chronically ill, so you'll often find me running Don’t Be Coy from my power wheelchair, affectionately known as Hot Wheels, or working on my laptop from under my duvet.
Don’t Be Coy started because I wanted to build something that felt like me.
Something beautiful enough to give as a proper gift, but with enough personality to make you snort when you actually read it. Something that could have a sweary mug sitting happily beside gorgeous body products, a completely inappropriate card game and adult wellness products — without treating sex, bodies or pleasure like something we need to whisper about.
A lot of what you see here is made, designed, tested, packed or chosen by me right here in Rotorua. And I'm building DBC as I go — experimenting, making small runs, keeping the things you love and moving on from the things you don't.
There are no enormous warehouses or faceless fulfilment teams here. When you place an order, there's a very good chance I'm the one sitting there packing it.
I also believe a business can be inappropriate and still give a shit about important things.
That's why I've created CARE LOUDLY. — Don’t Be Coy's giving programme, supporting causes and organisations that matter to us through selected product sales.
Because we might not always use polite language around here.
But we care. Loudly.
— Amy 🧡