New City Sept 25, 2003
Early to Bed voted Best Sex Shop in Chicago '03 by New City Magazine!
"Chicago's first woman-owned sex shop, Early to Bed has been too long in coming (pun intended). Owner Searah Deysach does for sex toys what Blowfish Catalog does for porn, namely, offers a sex-positive experience. … Whether anal toys or harnesses, they've got every sex tool known to man and woman, and offer classes on how to use them."

Chicago Sun Times, September 14, 2003

"If you were nearsighted and walked in through the door, you would think it was a pleasant little shop that sells knickknacks and potpourri. And it is a pleasant little shop. Except for a lack of knickknacks and potpourri. Put your glasses on. Those are little whips and harnesses on the far wall. And there is a table with anatomically correct things. And what are these little latex ... "finger cots"?

"That's if you want to insert--"

Thanks. Got it.

Welcome to Early to Bed, 5232 N. Sheridan, just across from a Dominick's on a quiet stretch of block in Edgewater.

It is a sex store. No. It is more than a sex store: "It's a feminist sex store," said Searah Deysach, the owner. "

Daily Northwestern/Columbia College Chronicle May 26, 2003
"The pink-haired speaker positioned her sex toys in a row on the podium, pointing to one soft, blue, bumpy, phallic object with a wink. It’s called ‘the Marge,’” said Searah Deysach, referring to the vibrator’s similarity to the “The Simpsons” character with a gigantic puff of blue hair. A crowd of more than 160 Northwestern students—mostly female—erupted into giggles."

WBEZ Speaking of Sex Series May 21, 2003
Early to Bed was mentioned and we were interviewed for this piece on the woman-owned sex shop revolution.

Daily Northwestern November 21, 2002: Handy work :Chicago's first woman sex-shop owner gives NU a lesson in sex -- well, sort of.
'What's the safest kind of sex there is?" Searah Deysach, a Chicago sex-shop owner, asked about 60 students littered throughout an 1835 Hinman lounge.
"Masturbation!" volunteered Communication freshman Russ Armstrong, a mischievous smile dancing on his lips.
"This man knows his stuff!" Deysach said.
Deysach, founder of Chicago's first woman-owned sex shop, Early To Bed, presented a frank guide to getting it on Wednesday night. She focused on the importance of protection during sexual activity, then delved into the finer points of sex.
Masturbation, Deysach said, is not only safe but beneficial as it relieves stress and menstrual cramps, increases blood flow and helps burn calories, she said.
Deysach, who also is a sex columnist for Punk Planet magazine, said masturbation is a cheap, easy option for entertainment.
"You have the equipment right on your hands, and you can use any old thing you find around the house," she said.
She did caution against the use of bananas, mangos and the openings of milk jugs for masturbation, citing safety issues.
Deysach encouraged masturbation for those students who are going at it alone -- and she offered a few suggestions.
Brandishing a red metallic vibrator, she advocated using toys to spice up the night.
Deysach, donning a Northwestern purple latex glove, also urged students to spend ample time acquainting themselves with their partners' genitalia.
"I encourage everybody to practice their handjobs," she said. "It's a good kind of get to know you, handshakey sort of thing."
After her presentation, Deysach entertained questions from the audience, which included queries such as whether a man's head could fit inside a vagina. Deysach said it was an Internet-based myth.
"It was sex ed for the new millennium," Armstrong said.

Chicago Reader June 14, 2002: "A hands-on approach to sex toys": "Searah Deysach loves sex toys, but she won't sell penis-shaped birthday candles or novelty plastic breasts… Deysach, who's 28, opened Early to Bed, Chicago's first woman-owned sex shop in September 2001. Inside the Edgewater storefront abstract watercolors of naked women hang on the walls, and silver lamps illuminate displays of dildos, vibrators, harnesses and butt plugs…On a recent afternoon three pairs of women roamed the small store, slowly examining merchandise, hand-testing the massage oils and lubes nad calling out questions. "I want to be the answer lady" says Deysach, who also writes a sex advice column for Punk Planet magazine. To that end, leaflets throughout the store explain products and customer-penned reviews cover one section of the wall. This spring Deysach started hosting a series of workshops, with topics such as "How to Write a Dirty Letter and I "heart" my clit (a masturbation seminar) She also host occasional parties at the store as well as in-home "PleasureWare" gatherings."

Chicago Magazine March 2002: "What do women want? Apparently they want a clean, well-lit space in which to shop for sex toys. [Deysach's] minimalist store puts newcomers at ease with stainless steel tables that tastefully display products from massage oils to leather harnesses . . . Because manufacture's names for products are often offensive, Deysach rechristens many products . . . She renamed a bright blue vibrator, for example, "Marge"- for reasons obvious to fans of The Simpsons. . . . One customer says she got the same e-mail from Early to Bed 16 times, forwarded by various friends. 'It's a relief to come to a place where women's sexuality isn't a dirty joke' she explains."

Chicago Tribune March 20, 2002 in WomanNews, "The Other Side of Internet Sex": "Searah Deysach, 28 , owns Early to Bed, a women oriented erotic boutique in Chicago. . . . she finds the Internet a safe way to get info (about sex) without having to talk to someone face to face"

The Daily Northwestern April 18, 2002: "It's all about a woman's touch as far as one female-owned-and -operated Chicago sex shop is concerned. . . . This is not your typical sex store. With walls painted a shade darker than baby blue, tiny white lights strung along the upper edge of the walls and soft blue sheets billowing from above to cover the ceiling tiles, the decor in Early to Bed stands in stark opposition to the neon lights and black walls typically associated with sex shops. Two cushioned chairs, a coffee table covered in books, and a potted plant create a reading nook in the back corner of the store, a respite for first-time visitors from the dildos, vibrators and lubes lining the shelves in the rest of the store.The store is a cozy place, a reflection of Deysach's comfort with all things sexual."

LibidoMag.com December, 2001: "Early to Bed is not your average sex shop. There are no flashing neon lights, blow-up dolls or tacky gag gifts. In fact, one might overlook this North Side storefront and mistake it for a home decorator shop. Soft pastel bed linens and pillows adorn the window instead of leather whips and chaps. However, there is a savvy business strategy in the subtle approach of the lesbian-owned store. . . . Whether it is allowing customers to taste lubricants or turn on vibrators, all of the store’s products are accessible. Products are hand-selected by Deysach based on variety, quality and what the customers want."

Nightspots Jan 2, 2002 in the Dykediva column: "Her inventory is small but perfectly chosen, so you can be sure that if something is being sold there it's 'cuz it's something you're going to love. We found too many great toys to count . . ."

Windy City Times April 3, 2002 in the Crockett @ Chicago column: "Early to Bed manages to successfully avoid everything that makes most sex toys stores crude and icky for some women"