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 Ondernemerspraat, 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 switch from headhunter to "love hunter," using her expertise in understanding people 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 into managing expectations, embracing vulnerability in business, and the biggest challenges of building a personal, discreet service company. This episode is a must-listen 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 transition from corporate recruiting to matchmaking isn't as far-fetched as it sounds. Think about it: in executive search, you're matching skills and culture to a company's needs. In matchmaking, you're matching values, lifestyles, and chemistry to a person's heart. Both require deep listening, intuition, and a knack for reading between the lines. She realized that the same tools she used to find top talent could help people find real love. It's a shift that makes perfect sense when you stop to think about it. ### The Premium Positioning Play Annemieke didn't just start another dating app. She went high-end. Jade & Jules caters to busy professionals who don't have time to swipe through endless profiles. They want curated introductions, vetted candidates, and a service that treats their search for a partner with the same seriousness as a business deal. This premium approach means she charges a significant fee—often in the thousands of dollars—and that comes with a certain level of expectation. You're not just paying for a date; you're paying for access to a network, for discretion, and for someone who genuinely cares about the outcome. ### Selling What You Can't Guarantee Here's the real challenge: how do you sell a service when you can't promise a result? Annemieke is upfront about this. She can't guarantee a wedding. But she can guarantee her process. She guarantees that every client will get her full attention, a personalized search, and feedback after every introduction. The value isn't in the outcome—it's in the journey. She frames it like this: "I'm not selling love. I'm selling a curated path to finding it." That's a powerful reframe for any entrepreneur selling a service where the outcome is uncertain, whether it's coaching, consulting, or creative work. ### Managing Expectations Like a Pro One of the biggest lessons Annemieke shares is the importance of managing expectations from day one. She doesn't promise Prince Charming. She promises a dedicated effort. She interviews every client extensively, not just to understand what they want, but to understand what they need. And she's not afraid to tell a client when their expectations are unrealistic. That honesty builds trust, even if it's uncomfortable. Here's a quick list of her top tips for expectation management: - Be crystal clear about what you can and cannot do. - Set boundaries early—don't let clients dictate the process. - Communicate regularly, even when there's no news. - Celebrate small wins, not just the final outcome. ### Vulnerability as a Business Asset Annemieke also talks about the role of vulnerability in her work. Running a matchmaking agency means dealing with people's deepest insecurities. Clients often feel lonely, frustrated, or even embarrassed about using a service like hers. She has to create a safe space where they can be open. That requires her to be vulnerable too—sharing her own stories of failure and learning. It's a reminder that in service businesses, your humanity is your biggest asset. People don't just buy your expertise; they buy your empathy. ### The Biggest Challenges Building a discreet, personal service business isn't easy. Annemieke faces challenges like scaling without losing quality, finding the right clients, and protecting her own energy. She limits the number of clients she takes on at any one time, ensuring each one gets the attention they deserve. She also invests heavily in her network, constantly meeting new people to expand her pool of potential matches. And she practices self-care—because you can't pour from an empty cup. ### Key Takeaways for Entrepreneurs If you're building a business around something intangible, here's what you can learn from Annemieke: - **Focus on the process, not the outcome.** Sell the journey, not the destination. - **Be honest about what you can't guarantee.** It builds trust and filters out the wrong clients. - **Embrace your unique background.** Your past experience is your superpower. - **Invest in your network.** Your success depends on the people you know. - **Protect your energy.** You can't help others if you're burnt out. This conversation is a goldmine for anyone who sells services where results are uncertain. Annemieke's approach proves that with the right mindset, you can build a thriving business around something as unguaranteeable as love.