Jewelry chain Sunlight launched its own dating service

The Sunlight jewelry store chain has launched the Sunlight Dating service in its own mobile application, the company’s press service told Vedomosti.

The new product is its own IT development, Sunlight emphasizes, and there are no analogues at the moment. Access to the service is free and is carried out from the main screen of the mobile application of the jewelry network. Identity and visual style were developed by Art. Lebedev Studio. The company estimated the total investment in the mobile application for five years at 500 million rubles, while the development and launch of the dating service has spent 70 million rubles over the past six months.

The selection of pairs takes place automatically according to common interests after a questionnaire, the company noted, while peer-to-peer chat is already available in the service, and in the future there will be a function for sending gifts. Paid features include unlimited swipes, a rewind function, etc. In addition, a loyalty program is integrated into the service, thanks to which users will receive bonus rubles for certain actions that can be spent on jewelry. In the future, Sunlight Dating will add video calls, advanced verification, etc.

The company also pays attention to the fact that the application already has a large female audience, while the male audience is actively increasing.

The fact that Sunlight is preparing to launch a dating service, Vedomosti wrote in February of this year. At the beginning of 2023, the Play platform integrated into the Sunlight application with videos about makeup, fitness, and more passed the mark of 1 million views. The main users are girls, this is 80% of the audience. As experts noted then, the launch of an analogue of Tinder, which stopped working in the Russian Federation, is likely to help the network increase sales.