“If you want to create a more socialized dating experience, you have to have a base level of trust with the people you’re connecting with,” says Mia Lux, La Vette’s CEO.
Mia Lux was newly divorced after a four-year marriage when she found herself dating again in mid-pandemic New York. A former lawyer, comedian, and wellness-events host, Lux tried “all the apps,” she tells me via Zoom. She lasted only three months. “The swipe fatigue and the confrontational nature of those systems poisoned my heart.”
One of the most pressing and painful problems, as Lux saw it, was ghosting. “People are conflict averse. They don’t want to write that hard message,” she observes. Even when she attempted to tell people she wasn’t interested in more, sometimes “someone lost their shit at me, and it was scary,” Lux said. “There were no community parameters or accountability around treating each other well.”
Instead of static, possibly deceptive profile pictures, La Vette relies on 100% video profiles, which are harder to manipulate, Lux says, and a better measure of a person’s overall vibe. “You actually get to feel the person’s energy—how they speak, how they move.”,” Zander says. “Everyone’s lying. They’re using the wrong pictures. They’re not putting their honest age. They’re full of shit.
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