The store will open this morning for the first time on its Camp St site, next to Freya's Indian Restaurant.
It will be the seventh Joanna G store in two years to open across the country, joining South Island outlets in Invercargill, Dunedin and Christchurch.
Ms G said there was "a need" for the store in Queenstown, which stocks lingerie, costumes, shoes, accessories and items to enhance "love, romance and intimacy".
"It's great to be here and to be able to provide people with access to some fun products, either while they're on holiday or having a fun weekend.
"A lot of people are a wee bit nervous about taking some fun stuff on holiday and now they don't have to worry," Ms G said.
However, if men in Queenstown were feeling nervous about visiting the store, they needn't, she said.
"They actually enjoy coming in. Because we're staffed by women, they don't have to worry about buying the wrong thing."
Perceptions the store was "X-rated" or taboo were also incorrect - none of the products were "R18", Ms G said.
"We're promoting healthy relationships.
"We're educating as well as providing access to the products in a friendly, fun way.
"There's no need to duck right or left before you come in, or wear a big trench coat."
The Queenstown store will be managed by franchisees Noreen and Eric Johnson, formerly of Dunedin.
The couple said they decided to buy the franchise after visiting another outlet and being impressed by the welcoming environment.
Mr Johnson said the store would be open seven days a week and employ one full-time manager and three part-time employees.
