READERS LIVES: Jamie O’Sullivan, area retail manager, Harmony

If you know Jamie – and who doesn’t? – you might be aware he’s a bit of a Spurs fan, but he’s also got a penchant for pussycats, well, one of them at least…

What sort of child were you?

I was shy believe it or not, but I have six older brothers and two older sisters, so it didn’t last long. My parents are my heroes and being from such a large family there was always something going on, so I was always encouraged to stand up and be counted. I was football mad of course, and as my confidence grew, I was luckily enough to captain both my school and Sunday teams.

What ambitions do you still have?

My ambition is simple: stay healthy, keep fit, and spend as much time with my family, especially my mum and two daughters.

We were expecting Spurs to feature in your answer to the last question…

You know me very well!

How far do you think the Lilywhites can go under Ange?

I adore big Ange. Even with all the injuries and suspensions we are still in the top six and the football is amazing. I expect Spurs to qualify for the Champions League and win a trophy this year or next. The last time was 2008. We have the best supporters and stadium though!

It’s the 2025 Champions League Final and Spurs are playing Bayern Munich. As a VIP, you’re mingling with the players before the match and you bump into Harry Kane in the gents, taking a pre-match tinkle. There’s just the two of you there: what do you do?

That’s not too mad a question, as I was in the gym changing room and I bumped into Dion Dublin and Julius Francis. Dion played for Manchester United and Julius boxed Mike Tyson. Back to Harry, I would say and do nothing. He’s an absolute legend. Though I suppose I could try and tie his laces together…

You and Harmony featured in the very first issue of ETO, back in July 2003, when your love for the industry shone through. Is that love still there, or have the last 21 years worn you down?

2003, the year my Hannah was born, and the year England won the Rugby World Cup. What I still love about the industry is working with the most amazing people and the support I get from them.

Was running an adult store more challenging back then?

It was much easier back then. R18 films and magazines filled a large section of the store and that was fairly easy to manage. I can’t tell you the amount of Bondage Life magazines I sold. Now we focus on trends and the big events in our calendars like Black Friday, Halloween etc. Technology has made a huge difference, good and bad: good with all the amazing toys now on offer but bad now that you can access adult movies on your phones and not through a visit to Harmony.

Is there anything from the early noughties that you miss (besides the margins)?

Yes… Erotica at Earls Court, London. We shared the ‘Video Village’ with one other company and they were fun times. We had a back wall of large video screens, and our trailers were warmly greeted by the swaying crowds.

How can specialist stores best compete with Amazon in 2024?

Harmony is about the experience: see, touch, feel, try on and get great expert advice and knowledge. Anonymity is also important for many too, and Harmony provides that.

Harmony’s location, on London’s Oxford Street, ensures it has one of the highest profile shop windows in the world, and your displays have become legendary. How many months are you booked up in advance?

The Christmas window is usually booked a year in advance. Doing the ‘day job’ and then working on the windows brings extra responsibility and pressure as the windows are our showcase to the world, and they bring in a lot of custom to Harmony and the brands that occupy them. I count myself very lucky to be able to collaborate with the Lovehoney team and Leg Avenue team, and also Jade and Charlotte. They share the same drive and passion and they all make the magic happen.

Who is the most famous celeb you’ve had in the shop?

We have had many celebs come shopping in Harmony and I wouldn’t like to say. I can tell you Louis Theroux filmed in the old Oxford Street shop. He came into my office for a chat and was very charming.

After showcasing a product in your shop windows, how much do you expect sales of that product to increase in-store?

We have sold out of the bodystocking from Leg Avenue (don’t worry Charlotte, it’s on re-order) and the We-Vibe toys are even more popular. We see a big spike in sales, and we had fun with the We-Vibe window whereby the customers could win a prize. They all won a prize of some sort, and it provided great interaction. I always want the brand to get value for money. If they are happy then so am I.

Outside of work and Spurs, what do you most enjoy doing?

Other than my seeing my family, I have the best mates so catching up with them is always great. I love working out in my gym and gardening. Both allow me to escape, great for body and mind.

Do you have a hidden talent?

Not sure if it’s a talent but I used to teach karate. My dad and uncles were the boxing O’Sullivans of the 1950s, and my brothers and I were taught how to box and fight, so when I took my eldest to learn karate I ended up getting involved. I went on a training course and passed my theory and received the highest mark of 99% out of 100%. The sensei asked me to stand and congratulated me. That very same sensei use to love sparring me. When he picked me out to spar, I knew I was in for a test, and he didn’t hold back! I do have hidden talents within the family: two family members are in the Guinness Book of Records, both for sport. One for boxing and the other I’m sure I don’t need to tell you what for… [Hint: think of a famous snooker player with the same surname as Jamie – Ed]

Who would be your dream dinner date?

Without hesitation, Nicole Scherzinger. Phwoar!

Finally, what’s the best piece of advice you’ve ever been given?

It was from my dad and answering this brings tears to my eyes, because it makes me think of my dad who passed away in 2018. He told me not to hesitate in a certain situation. It worked for me then and it has worked for me years later.