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This is the stuff of Old Portland, I know, but I find it interesting that Radafshar’s career objective is to embrace the burgeoning persona of the city we both inhabit: Portland as tech haven, Portland as millennial mecca, Portland as modern metropolis full of modern people.

Radafshar is the founder of Fern Date, a local branding service geared toward those looking for love online.

Clients approach Radafshar with the age-old dilemma of trouble with relationships and chronic datelessness (the vast majority of her clients are cisgender and straight, and tend to be somewhere in their late 20s to 40s).

For a considerable fee, determined on a client-by-client basis, Radafshar provides a consultation, oversees a makeover, coordinates a photo shoot, and works with an associate to copyedit the profile content for each individual client.

This practice continued well into the 20th century, but as norms surrounding courtship changed, so did the matchmaking process.Though I am wholly skeptical of online dating and its ever-growing demand among today’s singles, the prospect of channeling one’s brand is precisely what fascinates me about Radafshar’s business model.We are now in an era when a person’s app blurb and the quality of their photographs dictate social currency.Using a background in Nike’s marketing department and a degree in psychology, Radafshar makes a living curating clients’ pictures and profiles while helping them navigate apps and sites like Tinder, Bumble, Ok Cupid, and

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Finding the term “matchmaking” outdated, Radafshar prefers “personal branding for online dating sites.” t’s clear why Radafshar finds her role both advisory and creative.She operates on the assumption that bad luck in dating is ultimately circumstantial and essentially due to a certain degree of technological illiteracy.