A "halal sex toys shop" selling Sharia-approved products is set to open in Mecca in Saudi Arabia.
El Asira, an erotic brand originating in Amsterdam, is branching out to Islam's holiest city in Saudi Arabia, visited by millions of Muslims a year on the "hajj" pilgrimage, the Independent reported.
Founder Abdelaziz Aouragh, who announced his ambition in 2014, said that the products they're putting on the market have nothing to do with blow-up dolls or vibrators.
He added that it's not about the sex act, it's what's going on around it as their products increase the atmosphere and heighten feelings of sensuality.
As per El Asira, it strives to lead to more admiration and love for women by improving marital relationships. Its website describes all products as "Sharia compliant" and claims they can provide a deeper meaning to sexuality, sensuality and even spirituality.
Everything sold online and in the brand's shops has been deemed "halal", meaning they are permissible according to Islamic law.
