A few weeks ago, Oakland adult gallery Feelmore 510 took home the Adult Video News award for Best Boutique. 

A sex shop may be coming to Lakeshore Avenue but it doesn’t seem to be creating as much opposition as a plan to bring in a Wingstop restaurant around the corner.

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.

Nenna Joiner was born and raised underneath the bright lights of Las Vegas, Nevada.

She refers to the famous strip as “downtown” naturally. Growing up under the luminous, sultry marquee that Vegas forms over the desert left a mark on the 35-year-old Oakland resident.

“Vegas is sex,” she said. “But I didn’t see anyone that looks like me growing up.”