Deborah Semer holds

Deborah Semer Joyboxx Inventor, Passionate Playground Founder & SHEeo at Babeland in Seattle

It’s a joy to meet you!   

I call myself a “Creativepreneur” because I have followed my passions and used my creativity to blaze trails and change the world.  I’ve had the honor of helping tens of thousands of people throughout my life in:




A few things I’ve done: Passionate Playground LLC Founder, & CEO, Joyboxx® + Playtray® patented inventor, Artist Manger, Musician, Photographer, Founder & Director of Operation Ward 57, DJ Hooah!, Seattle Arts Commissioner, Executive Director of the PNW Chapter of the National Academy of Recording Arts & Sciences (GRAMMY® Awards), Program Manager Millionaire Club Charity.

Turn ons: Sense of Humor, Sunshine, Saying YES, Appropriate use of swear words.

Turn offs: Negativity, Toxic Sex Toys, Saying “Hey Guys,” to everyone.

Current Favorite Quote: “You are what you do, not what you say you’ll do.” ― Carl Gustav Jung

Deborah Semer speaker Ecommerce Conference

Connect with Deborah:  Linked In


Read the interview with XBIZ – WIA (Women in Adult)
Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry’s most influential female executives.

What inspired you to launch Joyboxx?

Necessity. Every feature and function of Joyboxx and Playtray were developed because I personally needed it. Then I asked my friends and… and learned they needed it too. Then I searched the world for this product and discovered it didn’t exist.

Is this your first foray into the pleasure products industry? How (and when) did you get into the pleasure products industry?

Yes it is my first foray as a manufacturer. I’ve worked a bit in the retail marketing side and content production side. The exact moment I committed to making Joyboxx was in Vancouver, BC, Canada Day, July 1, 2011, when my friend said she would help fund this. After that I went to my first ANME and XBIZ and
started learning.

What did you do prior to launching Joyboxx?

My background is in the arts and charity work. I built a national non-profit organization called, Operation Ward 57 to help America’s amputee soldiers and their families at Walter Reed Army Medical Center and had my own artist management/consulting company. Prior to that I worked for the GRAMMY Awards and built and ran their PNW Chapter in Seattle.

What challenges have you confronted in your career and how have you overcome them?

Negative people. One of my personal mantras is, “Go ahead, underestimate me.” I’ve learned to ignore naysayers, rally my supporters and just get it done.

What is the most rewarding part of your job?

The giant smile on a person’s face when they discover Joyboxx and Playtray. I get to provide a much needed solution for a problem and help make the world a more passionate place! (Oh and the never ending puns that cum with the job. Hehe.)

What is your personal motto or mantra that you live by?

My mom loves to tell the story from when I was two years old, I started saying, “I do myself!” Meaning, “I can do it.” That’s my motto… except now it means two things.

What career accomplishment are you most proud of?

For my current career in pleasure products I am most proud of these moments:

  1. When Phyllis Heppenstall (Founder, Peekay Inc.) and a few other incredible lady friends, wrote me a check to help build this>
  2. When I held the first Joyboxx in my hands
  3. When I put Joyboxx on the shelf at Babeland in Seattle
  4. When Joyboxx was nominated for Best Sexual Health Product at the inaugural SHE Awards!

What are some of your professional goals for the future?

  1. Every pleasure product sold will have a Joyboxx and Playtray with it.
  2. Expand the product line into other industries.
  3. Sell Passionate Playground
  4. Write books
  5. Do comedy (not sure what form that will take yet.)