For Bonnie Winston, Jennifer Zucher, and Lori Zaslow, professional matchmakers, every day is Valentine’s Day. Matchmaking — typically thought of as a religious ordinance, the mission of overzealous mothers, or an entertaining undertaking among friend groups — has resurfaced as an entirely valid, perhaps even necessary, professional career, according to the New York Post.
Bonnie Winston, founder of Bonnie Winston Matchmaker, explains that she works primarily with the upper echelon of New York, billionaires who may be business savvy, but down on their luck when it comes to love. Clients purchase Bonnie’s services, paying up to $150,000, and she says that business is booming. “What is more important than helping people find love?” Winston told the Post. Every year, she hosts annual parties for other matchmakers in the profession, and she believes that the industry is expanding so much “because it works.”
Once-dominant apps like Hinge and Tinder are losing popularity, and New Yorkers are seeking connections in newer, more unique ways. Lori Zaslow, who works alongside Jenn Zucher to run Project Soulmate, a NYC-based, high-end matchmaking service, told the New York Post, “Post COVID, people are sick of the apps and the fakes, the scams, the Tinder swindlers, the fugazzis, and people are valuing love a little more.”
Due to the missed social interaction during the pandemic, some are feeling pressure to make up for lost time and are finding that their ability to flirt has taken a hit. Jenn Zucher explains how the edge of an initial approach is eased through thoughtful match selection. “With a matchmaker, you will be set up with someone who has been vetted, is actually single, and is also looking for love.”
Many other pressures associated with modern dating are removed, as matchmakers plan dates or events for single people to attend. Last week, Casa Tua, a private club on the Upper East Side, hosted a dedicated match-making event for single people aged 24 to 65. The matchmakers also assist with self-presentation, including outfitting and makeovers, and most high-end services offer professional photography sessions and coaching for clients. New York may be in for a summer of love, after all.
