Sunlight, a well-known jewelry chain, is preparing to roll out its own video dating service in March. A company spokesperson told a major Russian business daily, Vedomosti, about the upcoming launch. The service, which remains unnamed at this stage, will blend features reminiscent of popular dating and short-form video platforms to create a new shopping and social experience for customers in North America and beyond.
The planned app will go beyond a simple catalog and order support. It will integrate a feed of short videos, similar to social video apps, with interactive dating-style features. The service will also showcase product reels, tutorials, and lifestyle content to promote the brand while keeping users engaged with the jewelry lineup. The company description notes that the app combines shopping, social discovery, and content creation in one place, aiming to attract a broader audience and boost consumer interaction with the Sunlight brand.
Development costs were reported to reach around 120 million rubles, reflecting a strategic push to defend market share amid a slower jewelry market and shifting consumer habits. Market observers suggest the app could raise brand awareness, shorten purchase cycles, and ultimately lift sales by linking discovery, inspiration, and checkout in a seamless loop.
In related news, research from the University of Melbourne indicates that dating app users may be more susceptible to certain eating concerns. While the report focuses on health outcomes in a digital dating environment, Sunlight’s initiative emphasizes the growing role of mobile apps in shaping consumer behavior and lifestyle trends across global markets. [Source: Vedomosti]