Our Team
Keith Boswell – Managing Director
Keith began his retail career in 1979 as a trainee manager with Coles Myer in the K-Mart Division. Over 13 years, he progressed through management roles, eventually managing the K-Mart store in Caboolture in 1989. In 1992, Keith left K-Mart to open the first Be Daring store in Caboolture, marking the start of his journey in the adult retail industry.
Married to Tracey, they have two children, Ben and Jayme, both of whom have worked for the family business. Jayme now serves as Associate Director. Ben in Web and Wholesale Management. Over his 30 years in the adult industry, Keith has been actively involved in advocacy and lobbying efforts. He has held various leadership roles, including President of Eros Qld, Secretary of The Adult Retailers Association (TARA), and currently serves as the National Secretary of Eros. His work includes numerous government submissions and lobbying efforts to support and advance the adult retail industry.
Director - Tracey Boswell
Tracey also started her career with Coles Myer in 1981. Tracey held a number of retail positions including sales, merchandising, warehousing and administration before starting the Be Daring chain in 1992 with husband Keith.
General Manager - Jayme Boswell
Starting her career with Be Daring in 2010 straight out of high school Jayme wanted to start immediately working in the family business to one day take over the running of The Be Daring Group as CEO. Jayme commenced her training in a role of administration and accounts and completed a certificate IV in Account and Book-keeping. Moving on from behind-the-scenes Jayme went on to manage multiple stores over many years before being promoted to General Manager. Jayme is now responsible for the day to day running of the business.
Ben Boswell – Web and Wholesale Manager
Ben started his journey with Be Daring in 2003 as an assistant to IT support, helping maintain the product and customer database and maintain the computer systems.
Temporally moving on to explore other ventures Ben rejoined the team in 2013 as the Bribie Island Store Manager. With his strong background in IT, he later transitioned to the role of Web Manager. In this position, Ben is responsible for managing and ensuring the seamless functionality of the website, overseeing dispatch and warehouse operations.
Administration Manager - Michelle (Shelby) Aspinall
Shelby started her career at Be Daring as the administration assistant in February 2021. In late 2021 Shelby was promoted to Administration Manager where she oversees the accounts for our four companies, staff rostering, wages and superannuation, staff induction and training as well as ordering company stationary and equipment. Shelby has the important role of preparing accounts reports as well as following up a steady stream of requests from directors.