Concerns have been raised about proposals to open a sex shop next to a support centre for victims and survivors of sexual violence, exploitation and domestic abuse.
Eve Goodman, 40, applied for a licence to run Swon, on Singleton Street, Swansea, after being made redundant from the sex shop where she previously worked.
At a council licensing meeting on Tuesday, it emerged that the name of one of the support initiatives operated by One Stop Shop - the Swan Project, aimed at women at risk of sexual exploitation - was almost identical to Swon and could potentially lead to misunderstanding.
The council said it would issue a decision on the licence within five working days.
The meeting heard the proposed sex shop would be separated from the centre by a narrow parking area with its main entrance on the side facing away from it.
Goodman said the entrance was set back and would be discreet.
"I'm not forcing anything on anybody," she added.
Janine Evans, manager of the multi-agency sexual violence and domestic abuse support service which commissions One Stop Shop, explained that a lot of consideration had gone into choosing the Singleton Street building as a location.
She added that Swon could risk "undermining" the purpose of the support centre, and that it had taken a lot of hard work to establish over the past decade.
Evans said vulnerable adults and children were supported there, and that its work included reducing barriers for victims to come forward, but stressed the objection - one of three submitted to the council - was not on the basis of any moral view on sex establishments.
Referring to her own values and "by extension" those of Swon, Goodman said: "For that reason I don't believe the two services are incompatible."
Goodman said Swon would be inclusive, sex-positive, female-owned and operated, and built around the values of consent, education and dignity.
She said she wanted to help break down the shame around sex and welcomed all genders and backgrounds to create a safe and respectful space for adults, and women in particular, "to explore their sexuality safely, confidently and without judgement".
Goodman added she hoped Swon would operate from 09:00 BST to 20:00 seven days a week, but said Sundays would be for workshops rather than the retail element of the business.
Goodman said she had an "impeccable track record" of managing Simply Pleasure, on Park Street, for 11 years before it closed.
"When I got made redundant it was obviously devastating and heartbreaking, and I felt like I was losing not just my job but also the community I had built up over the years," she said.
"It has been a dream of mine to have my own shop for years now."
Asked by councillor Mark Tribe if Simply Pleasure had attracted "unsavoury people", she said not in her experience.
She said she and colleagues had radios which could alert the council-employed city centre rangers if required.
Councillors heard Swon would have mirrored stickers on its ground floor windows and an internal partition would prevent people on the street seeing anything inside it when customers went in and out.
Councillors also pointed out that Swon would be a few metres away from the Grand Theatre, which councillor Penny Matthews said had a stage school.
Goodman said she had not been aware of the Grand Theatre stage school.
She said theatre customers "go there for a purpose" and did not wait around.
The meeting heard there were currently no sex shops in Swansea city centre and councils must abide by legislation and consider their own sex establishment licensing policy when determining applications.
A report shown to councillors said there was presumption against approval if a sex establishment was near to a theatre or women's refuge among other types of venues.