Women at the Helm 2015

Meet 16 dynamos who are true models of success

ALICE DeROCK
Founder, Creator and Owner, Wet For Her

They say never mix business with pleasure, but clearly, “they” have never met Alice DeRock. The entrepreneur was inspired to create her company following a search for just the right sex toy—in other words, one that didn’t look exactly like a penis. After DeRock and her girlfriend came up short, they did some research and recognized there was a niche that had yet to be filled, so to speak. So in June 2009, DeRock founded Wet For Her, a company that designs and manufactures products expressly with lesbians in mind. (Some, for instance, are shaped to look like actual women’s fingers.) Wet For Her’s products are distributed not only on their own website but also at a wide variety of other outlets, including Babeland, Purple Passion and The Pleasure Chest. The most important lesson DeRock wants to share is that “without money and/or sales, you don’t go anywhere. You need to create products that innovate. If you can’t easily sell your products or create the demand, it will be hard to last.” Staying open to feedback is also vital. “You have to learn quickly from good or bad feedback to adjust your strategies. And lastly, you have to enjoy the process of being an entrepreneur and work hard.”