Selling the Unguaranteed: Love as a Business Model

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 high-end matchmaking agency Jade & Jules, shares her unique entrepreneurial story. With a background in HR and executive search, she made a striking shift from headhunter to "love hunter," leveraging her expertise in understanding people to create lasting relationships for her clients. We explore how her matchmaking process works, why she deliberately chooses a premium positioning, and how she navigates 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 is an inspiring episode for any entrepreneur looking to understand how to create value in a market where emotion and business collide. ### From Headhunting to Love Hunting Annemieke's journey started in the corporate world, where she spent years matching top talent with the right roles. She realized that the same skills—listening deeply, reading people, and understanding core desires—could be applied to something far more personal: helping people find love. It wasn't just a career change; it was a leap of faith. She saw a gap in the market for a service that treated love with the same seriousness and strategy as a high-stakes executive search. ### The Premium Positioning Strategy One of the most fascinating parts of this conversation is why Annemieke chose to go premium. She doesn't just accept any client. Her process is selective, and the price tag reflects that. For her, it's about quality over quantity. By charging a premium, she filters for clients who are truly committed to finding a partner, not just browsing. This approach also allows her to invest more time in each match, creating a personalized experience that mass-market dating apps simply can't offer. > "When you're selling something as personal as love, you can't rely on volume. You need to rely on trust and depth." ### Managing the Unpredictable Here's the elephant in the room: how do you sell a service when you can't guarantee the outcome? Annemieke is refreshingly honest about this. She doesn't promise a fairy tale. Instead, she promises a process. Her clients pay for her expertise, her network, and her dedicated effort. The real value isn't in a guaranteed match; it's in the guidance, the curated introductions, and the honest feedback. She manages expectations upfront, making it clear that while she can't control chemistry, she can control the quality of the opportunities. ### Lessons for Every Entrepreneur Annemieke's story offers powerful takeaways for anyone running a service-based business: - **Embrace vulnerability:** Being open about what you can't control builds trust with clients. - **Define your value clearly:** If you can't guarantee results, guarantee effort, expertise, and a premium experience. - **Stay selective:** Not every client is the right fit. Turning down business can actually increase your brand's perceived value. - **Focus on process over outcome:** When the outcome is uncertain, the quality of your process becomes your strongest selling point. This episode is a masterclass in building a business where emotion and strategy coexist. Annemieke proves that even in the most unpredictable markets, you can create a thriving company by being authentic, setting clear boundaries, and delivering exceptional service every step of the way.