Page 43 - AVN Intimate Winter 2017

We-Vibe founder Bruce Murison
early teens, and I had probably researched
20 inventions up to that point. I dreamed of
building a company and taking a product to
market. When Melody and I were thinking of
what to do next, I came up with the idea of
vibrator that couples can use together. When
I did further research, I found that the adult
market was poised and had long been waiting
for innovation and advanced design.”
When introduced, the We-Vibe was like
nothing the industry had seen. The C-shape of
the piece was new, as was its use of silicone,
which was not the norm a decade ago. It
took almost no time for the couples vibrator
to develop a dedicated fan base.
Since then, the We-Vibe family of
products has grown to include other version
of the original piece, as well as new designs
for women and couples. Recently, the
parent company Standard Innovation began
designing items for men as well.
“I’ve seen a great deal of change in my 10
years in the adult market,” Murison said.
“It started with more and more companies
using body-safe materials and focusing on
both functional and aesthetic design. As the
industry matures, we are seeing a shift from
product marketing to lifestyle branding.
More brands using consumer research and
insights to guide their direction. Now we
are just beginning to see what the internet of
things can bring to the industry. All of this
means that brands are investing heavily in
research and development and are taking
steps to protect their intellectual property.
This is a healthy development for the
industry and will ensure that companies
continue to invest in innovation.”
And while Murison helped to
revolutionize product design and
technology in the market with his invention,
he admits there is more to come not only
from his company, but future generations of
designers and inventors as well.
“Artificial intelligence and miniaturization will
enable innovation that we can’t yet imagine,” he
said. “Smart learning technology will allow for
sophisticated toys that are easy to use. They will
learn and adapt to each unique individual’s specific
likes and routines. There is a fair amount of habitual
nature to our sexual pleasure, and it won’t take
much for toys to learn precisely how to offer a
customized experience.”
Murison knows part of his success is a right place,
right time phenomenon, but notes We-Vibe avoided
being a flash in the pan because of the dedication of
people with whom he and Melody worked.
“Melody and I were very fortunate that we
started We-Vibe during a cultural shift when the
conversation about sex toys was changing, and retail
stores were becoming more welcoming to couples,”
Murison said. “The hard work began many years
before our first sale in 2008, and to make We-Vibe
successful it has continued for the past decade.
It’s one thing to have an idea and manufacture a
product, but building a business takes time and
commitment. The secret to success is to stick to your
knitting and find people that are good at everything
you are not. Build a great team and empower them
to do their best. Melody and I are very fortunate to
have the most talented people behind us. I’m also
personally so thankful to have Frank Ferrari to run
the business. Not only does Standard Innovation
have a great leader in Frank, but he also allows me
to do what I love and do best: focus on innovation
and design.”
For details on the awards, visit AVNAwards.com.
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