Meet the Matchmaking Mavens of juLuv

In the Jewish tradition, matchmaking (shidduchin) is a serious profession. It can be life changing uniting two people as soulmates, a meaningful achievement.

juLuv, Atlanta’s well known and beloved matchmaking service, is led by co-founders, Beth Friedman and Jenna Shulman, and Abi Cohen. They are in the mitzvah business spreading their magic. These devoted matchmakers collaborate daily with different strengths, perspectives, and networks.

Over the past 13 years, juLuv has made more than 1,000 introductions, certainly a celebratory accomplishment. Those matches have led to dozens of marriages, babies, and countless other successful relationships and while not always marriage, often meaningful connections. Every introduction is exciting to these women because they know the possibility that an introduction may become someone’s forever story.

Friedman explained, “It all started with a Facebook post I made in 2012. I had 17 fabulous women looking for a special someone. When Jenna read it, she contacted me and we began sharing ideas on how to grow this idea and launched it in 2013.”

More than a decade later, a modest fee covers their one-on-one personal attention, private consultations and a priority level to establish a deeper connection. While you can still join the database at no charge, their nominal fee confirms a client’s commitment to the process. Friedman added, “We have spent countless hours reviewing profiles, brainstorming potential matches, discussing personalities and values, and supporting people throughout the dating process. We truly become invested in every person who joins juLuv, because we know we’re not just making introductions — we’re helping people find a life partner.”

Partner Shulman, who is also the full-time CEO of Jewish Educational Loan Fund, believes this mitzvah aligns with her life purpose making a difference. She shared, “None of us ever imagined becoming matchmakers. Like many people, we all found ourselves introducing friends, family members, and acquaintances whom we thought would be great together. Over time, those introductions started turning into relationships, engagements, and marriages. We realized there was a real need for a more personal, thoughtful approach to dating within the Jewish community, and juLuv grew naturally from there.”

Cohen, who is also a natural at making introductions and clients feel comfortable and at ease with the process, added, “We also encourage people to not get discouraged. We help them bring out the best in themselves and assist them in a variety of meaningful ways. Finding the right person often takes time, and every introduction teaches us something that helps us make even stronger matches in the future.”

The co-owners designed juLuv’s mission to help Jewish singles (ages 20 to 87 thus far) to find meaningful relationships through genuine, personalized matchmaking. They believe there’s a better alternative to leaving everything up to dating apps and chance encounters. Since then, juLuv has grown almost entirely through word of mouth, referrals, and success stories. Their roots are in Atlanta, and yet they have welcomed Jewish singles from across the country who are looking for a more personal dating experience.

While the idea of matchmaking conjures up endless questions based on the plethora of online options, juLuv specializes in old-fashioned, personalized Jewish matchmaking. They don’t rely on algorithms or swipe culture. Every match is thoughtfully considered by real people who care deeply about helping relationships succeed.”

If you’re in search of a significant other, Shulman encourages, “Come with an open mind and trust the process. Some of the strongest matches aren’t necessarily the people you would have chosen based on a photo or a checklist. The more honest and authentic you are about yourself and what you’re looking for, the more successful we can be in finding someone who is truly compatible.”

Friedman added, “One of the greatest privileges of what we do is watching introductions become marriages and families. We’ve celebrated weddings and now have dozens of ‘juLuv babies’ whose parents first met through our matchmaking. Because we value our members’ privacy, we don’t typically share names or personal stories unless the couple has given us permission, but every wedding invitation and every baby announcement reminds us why we do this work.”

What inspires these matchmakers most isn’t making introductions — it’s knowing that one thoughtful connection can change someone’s entire future; an answer to help those who feel disconnected or overwhelmed by modern dating. They believe there is still tremendous value in human intuition, personal relationships, and community.

Every introduction juLuv makes is intentional in helping someone find “their person” in life. As juLuv spreads love, these matchmaking mavens continue to work hard and connect singles with singles … every single day.

For more information and to sign up for juLuv’s services or add your name to their database visit www.juLuv.com.