Welcome to our first instalment of THE SPOTLIGHT, a series highlighting the most exciting and creative brands, talents, start-ups, websites and ideas that are changing the way we do and think about business. First up is Im gegenteil, the Berlin start-up disrupting the way we find online dates.
An hybrid between a typical dating site and a lifestyle blog, Im gegenteil is the alternative to Tinder that we were all waiting for.
Founded by Anni Kralisch-Pehlke and Jule Müller Im gegenteil (German for “on the contrary”) takes a refreshingly approach to dating. Forget bad selfies and outrageous pick-up lines each profile published on the site features a portfolio of high quality pictures shot by Jule a 300-word profile written by Anni and a contact form allowing anyone interested to write a message to the profiled person. Each profile takes up to four hours work (no five minutes sign-up here) and you can definitely see the difference with your auntie’s favorite and outdated dating site. Think of it as if Match.com and Vogue had a baby.
With tens of thousands of people reading the site’s profiles and blog every month and hundreds of people requesting to be profiled, Anni and Jule are two happy founders. And, with more and more people feeling frustrated by the actual online dating scene we are imploring them to expand the concept of high-end slow dating outside Germany.
So log off from Tinder for five minutes (yes you can) and visit imgegenteil here.
All images by Jule Müller from Im Gegenteil