To the amazing community of Albuquerque—
First, thank you.
We just had the best birthday we’ve ever had. Your support and generosity made our 19th celebration unforgettable. We felt it.
And we want to say this clearly:
Self Serve is not closing.
We are changing hands. That’s different.
We’re open. We have new toys, new books, and new lingerie on the shelves. We have classes coming up, and we’d love to see you. This store is alive and moving.
In mid-March, we’ll begin meeting with potential buyers. The process may take a while — transitions like this usually do. If you’re worried you’ll miss us, you have time. We are here.
Priority number one is sustainability, with a strong focus on buyers who have a track record of taking care of their employees. What matters most is that a pleasure-based shop stays open and continues to grow in the heart of Albuquerque.
The name may change, or it may stay the same. But this space — and what it makes possible for people exploring pleasure and intimacy — isn’t disappearing.
I also want to say this personally: I’m excited about what new ownership could make possible. With deeper resources and stronger infrastructure, this shop can carry more inventory, move more quickly, and create real opportunities for growth for the people who work here. Those are things I’ve wanted for this space for a long time.
Please keep sending your medical and community referrals. Everyone at Self Serve loves helping in the compassionate, kind way we’re known for. That work continues.
We know it’s good for our nervous systems to move slowly through big changes. This pace isn’t hesitation — it’s part of my commitment to my team, my community, and myself as we move thoughtfully through this transition.
Truly — thank you for showing up through this.
Over the past few weeks, we’ve felt in a very real way how much this work has mattered to you. It has been sweet to say the big secret out loud and be met with support and care.
For years, we’ve invited people to let go of shame and step into the unknown with courage. Lately, we’ve felt that same relief reflected back to us.
Thank you for walking through this with us. Sharing transparently may not be what the business books recommend, but it is how we’ve chosen to do this — and your response has made it clear it was the right choice.
We’re proud of what we built. We’re grateful for what you’ve made possible. I’m genuinely hopeful and excited about what’s next, and I believe good things are ahead.
We’ll keep you posted.
For now — come see us. Come to a class. Come shop the new arrivals. Come be part of this moment with us.
With appreciation,
Matie