By Loving

A shop open since 2010

By Loving occupies a proper storefront at 16 rue du Change, right in the heart of Tours. The shop is run by Suzie and Sandrine, who opened it in 2010 and haven't left the ship since.

This isn't some hole-in-the-wall sex shop tucked away in a dark alley: the sign is right there on a busy shopping street in the city center, which changes things for anyone still hesitant to push open the door of an erotic boutique.

Over 2000 items

The catalog is generous: sex toys, fine lingerie, sensual cosmetics, BDSM accessories and erotic games for couples share the shelves. They advertise more than 2000 products in stock, enough to cover both a first bit of curiosity and a more assertive craving.

The shop's positioning, in the lovestore style, clearly targets couples looking to build complicity rather than a solely solo clientele. Online reviews confirm this variety: people come here for BDSM gear just as much as for a nightgown or a massage gel.

Welcome and service

Reviews highlight a dynamic, attentive team, able to advise without judging or rushing the customer. That's often what makes the difference in this kind of business, where the awkwardness of a first purchase can easily send someone running.

The shop also offers delivery and click and collect, handy for ordering online at byloving.fr and picking up your order in store, or having it delivered discreetly.

Hours and access

By Loving opens Monday from 2pm to 7pm, then Tuesday to Saturday from 10am to 7pm, closed on Sunday. The shop isn't equipped for wheelchair access, but order pickup remains possible for people with reduced mobility.

For any question, the shop can be reached by phone at 02 47 61 67 23 or by email at byloving@hotmail.fr.