Selling the Unguaranteeable: Love as a Business

Dr. Niklas Richter · 2026-06-30

How do you build a successful business around something as intangible as love? In this episode of Entrepreneur Talk, Annemieke Dubois, founder of the high-end matchmaking agency Jade & Jules, shares her unique entrepreneurial journey. With a background in HR and executive search, she made the striking transition from headhunter to "love hunter," using her expertise in human behavior to create lasting relationships for her clients. We dive into how her matchmaking process works, why she deliberately chose a premium positioning, and how she handles the tension of selling something she can't guarantee. Annemieke also offers honest insights on managing expectations, vulnerability in business, and the biggest challenges of building a personal, discreet service company. It's an inspiring episode for any entrepreneur who wants to understand how to create value in a market where emotion and business collide. ### From Headhunter to Love Hunter Annemieke's career shift wasn't random. She spent years in HR and executive search, matching top talent with the right companies. That same skill set—reading people, understanding their needs, and finding the perfect fit—translated naturally into matchmaking. "It's really about deep listening," she says. "You have to hear what someone isn't saying." Her clients are successful professionals who are tired of dating apps and want a more intentional approach to finding love. ### The Premium Positioning Jade & Jules isn't for everyone, and that's by design. Annemieke charges a premium fee—starting at $5,000—for her services. This isn't about exclusivity for its own sake. It's about attracting clients who are serious about finding a partner. "When someone invests a significant amount, they're more committed to the process," she explains. That commitment leads to better outcomes, even if love itself can't be guaranteed. ### Managing Expectations in an Emotional Market One of the biggest challenges Annemieke faces is managing expectations. Her clients often come in with a checklist: tall, dark, handsome, successful, loves dogs, and so on. But love doesn't work that way. "I tell them, 'I can't guarantee you'll find your soulmate, but I can guarantee you'll learn a lot about yourself,'" she says. That honesty builds trust. She focuses on creating value through the journey, not just the destination. ### Vulnerability as a Business Strength Annemieke admits that running a matchmaking agency requires a level of vulnerability most businesses don't. "You're dealing with people's deepest hopes and fears," she says. "Every date that doesn't work out feels like a personal failure." But she's learned to embrace that vulnerability. It makes her more empathetic and more effective. "If I'm not willing to be open, how can I expect my clients to be?" ### Key Takeaways for Entrepreneurs - **Sell the process, not the outcome.** You can't guarantee results in any service business, but you can guarantee a valuable experience. - **Premium pricing attracts committed clients.** It filters out those who aren't serious and aligns incentives. - **Embrace vulnerability.** It builds trust and sets you apart from competitors who hide behind polish. - **Listen deeply.** Whether you're matching people or selling products, understanding your customer's unspoken needs is everything. This podcast is brought to you by Creatic, a digital agency that helps small and medium businesses build strong brands, thoughtful marketing, and high-performing websites. From brand strategy to visual identity to a website that delivers results, Creatic ensures your business grows online with visibility and recognition. Ready to take your business to the next level? [Learn more at Creatic.com](https://www.creatic.com).