The HQ struggled in its early days.

The HQ struggled in its early days.

It's approaching midnight and in Auckland's Gore St there's barely a soul in sight. Inside The HQ - one of the city's newest brothels - business has slowed to a dawdle. Despite all the flesh on display, tonight the punters seem more intent on guzzling double bourbon and cokes than plucking up the courage to confront the real reason they're in this part of town.

The telephone rings and the girl behind the bar answers cheerfully: "Yes, tonight we have eight girls available." All have exotic full-of-fun names like Raven, Pandora and Isabella.

"Our youngest? Okay, yes she's a lovely leggy brunette with size... and we have a slightly older girl who won't disappoint. Yes, of course love, that's full service."

To the left of the bar, and looking just a little out of place, is owner Josh Ford. By day, the Glasgow-born Ford is an electrician, by night he sells sex with the promise of "satisfaction guaranteed, discretion assured".

As a career choice, it's a curious combo and one Ford isn't entirely comfortable with. His family in Britain know nothing of his risque new business venture in Auckland; he's not sure they would approve.

Ford is one of a new breed of brothel keeper. When the Government legalised prostitution - estimated to be an $800-million-a-year industry - in mid-2003, it legitimised a trade which until then had been regulated by ambiguity.

Before 2003, running a brothel was neither fully illegal, nor fully legal. With the legal issues resolved, prostitution could now be treated like any other lawful business.

For supporters of the reforms, the hope was the Prostitution Law Reform Act would eliminate rogue operators and take sex out of the side streets into the safer, more regulated brothel environment.

Despite the fears and false promises, the only real change has been the fact that prostitution is now more visible.

Certainly there is no evidence to suggest a rise in the number of brothels or working girls since 2003. In Auckland City there are currently 25 licensed brothels, just a handful more than in 2003. North Shore and Manukau have two each, the same number as four years ago.

Nationwide, it is estimated around 6000 girls are making a living from prostitution, a number that has also remained steady since 2003.

Money - or the need for it - is still the number one reason women choose a career in the sex industry. For many, though, the rewards come at a huge emotional cost.