Even if the Canadian economy takes a spiral descent into the toilet reminiscent of the current U.S. collapse, Edmonton business owner Faye Saunders isn’t worried about her sales going flaccid.

That’s because Saunders, a 45-year-old married mother of two teenagers, is in the sex biz.

She’s co-owner of Edmonton-based Intimate Attitudes, a purveyor of everything from sex toys, erotic books and games to massage oils and arousal gels.

“Sex is recession-proof,” Saunders told Sun Media in a recent interview from her west-central warehouse stocked with shelves of intimate products sure to make some Edmontonians blush.

“When everybody’s up economically, they’re having fun, they’re going out, they’re spending more money perhaps without the consideration that they may spend if it was a limited income.

“But when the economy’s poor, they’re not going to shows, they’re not going to the bar, they’re not spending money on outside entertainment. They’re entertaining themselves at home.”

Either way, sex sells.

“Business is tremendous,” she said, noting September to mid-December is the high season as consumers splurge on themselves in the lead-up to Christmas. “This quarter is a big quarter.”

Saunders – a self-described “diva extra-ordinaire” – broke into the biz in 2003, when she began working as a consultant for Intimate Attitudes.

She had previously spent more than 20 years in health-care administration in the private sector and was looking for a “fun change.”

Saunders soon worked her way up to general manager of Intimate Attitudes.

And in 2006, when the opportunity arose to buy into the company, she jumped at it.

Saunders took out a $50,000 bank loan for her half of the $100,000 business.

Her business partner, Lois Yurchie, bought the other half.

The partners have since paid off their initial investments, but Saunders emphasizes that money isn’t the No. 1 motivator.

“You must find something you enjoy,” she advised. “Don’t just look at the profit. Because if you’re just chasing the money, you’ll always be one step behind.”

Intimate Attitudes, which originated in Medicine Hat 11 years ago before eventually relocating to Edmonton, has no storefront.

Rather, the firm hosts at-home parties, similar to Tupperware parties, where customers can discuss items with consultants and ask questions.

Objectives include education, spicing up a long-term relationship and “honouring yourself and your partner,” Saunders said.

“We’re the gentle introduction to the world of toys in a very safe, private, respectful location,” Saunders explained, describing the company as a wholesaler that’s not concerned with multi-level marketing or recruiting. “It’s an inexpensive evening with lots of laughs.”

The main demographic is women between 18 and 40 years old, although the oldest customer is 76.

A large percentage of the customer base is moms. And they’re behind much of the business boom this time of year, said her business partner. “The kids are back at school now. Moms are starting to think about themselves a little bit more,” said Yurchie, who first worked for a similar business in her late teens that her dad ran.

“When mom’s happy, everybody’s happy.”

Home-party consultants from various backgrounds – including registered nurses, teachers, social workers and stay-at-home moms – have joined the firm from B.C. to Ottawa. The majority of business, however, comes from two of the country’s booming provinces: Alberta and Saskatchewan.

The firm’s online presence also accounts for 15% of its sales, Saunders said.

“We’re not going to make the world perfect but we just want to make our little part of it perfect.”