After months of planning - and years of honing her entrepreneurship dreams, Feelmore 510 officially opened its doors on Valentine's Day, offering a diverse mix of tasteful, yet intriguing, books, films, information and, of course, toys. Its goal is to bring greater visibility and sexual empowerment to all people of color — both women and men.

After months of planning, petitioning and dealing with politics, Nenna Joiner is one step closer to her dream - opening Feelmore 510, Oakland's first sex-positive, woman-friendly sex shop.

Joiner applied for a permit for “Adult Entertainment Activity,” and requested a land use variance that would allow her store to be at 1703 Telegraph Ave., which is within 500 feet of youth organizations. Along with retail sales, Feelmore 510 will provide health education workshops, modeled after Good Vibrations - The San Francisco-based retailer known for its quality products, education and information promoting sexual health and empowerment.