Beth Karmeisool said he remembers when students had to make a mad dash to a taboo store and face its embarrassing name or hide the purchase receipts from their parents.
That was before Karmeisool purchased Condoms 101, a business located on South University Avenue, and changed its name to the Safe Sex Store - or S3 for short. Karmeisool said she hopes customers can now shop with greater comfort.
And many customers seem to be appreciative.
"The name change will definitely increase their business," said a male student who asked not to be identified. "It makes you feel comfortable. I know my friends and I will visit the store more often."
This is the comfort level the store owner says she wants customers to experience.
"My purpose in the store is to get education and safety out and make people feel comfortable," Karmeisool said.
Karmeisool, who just recently purchased Ann Arbor's Condoms 101, also bought the Condoms 101 store in East Lansing - then proceeded to rename both after her Safe Sex Store in Royal Oak.
"I think the original name is cute, but it's also intimidating," Karmeisool said. "The S3 title increases the curiosity level as to what products are considered safe by students."
But many students said they are unaware of the new name because the store's sign has not yet been changed. The sign's impending removal is "contingent upon finances," Karmeisool said.
But Engineering senior Roger Thomas said "the name change is funny. I already know I'm being safe because I'm purchasing condoms - you don't have to remind me."
Engineering sophomore Kenneth Jones said he appreciates the positive effect the store can have on its customers.
"I think it's good for promoting safe sex," Jones said. "At first I thought it was a comical store - but now I know it's more than that."
The merchandise at S3 includes sexual gadgets and novelty items, but it also has pamphlets explaining health services, sexually transmitted diseases and the importance of protected sex.
Karmeisool said she finances the pamphlets providing such information.
"The cost is justified," Karmeisool said. "We are very specific in what we target. People are going to have sex. Sex has been around forever. People had sex in the 1950s and people are having sex in the 1990s. But now people are more open, which is healthier."
Some students said the change of name might make them less likely to shop at the store.
"You might be embarrassing people," said LSA senior Erin Graf. "You get the feeling you're saying, 'I want to have safe sex - help me.'"
However, LSA senior Rachael Cooper said the "name change has a different connotation on a college campus. Condoms 101 doesn't convey a serious side - S3 does."
LSA sophomore and store employee Pyul Kim said the change will make shopping more convenient for student shoppers who are nervous about showing parents their credit card bills.
"I think students will like the name better," Kim said.
"Students get really scared when they purchase products with their parents' credit card and Condoms 101 shows on the bill. Now with the name S3, they won't have to worry about that," Kim said.