April Davis Matchmaker Reviews [Meet LUMA’s Founder!]

April Davis is the founder of LUMA Luxury Matchmaking, a nationwide service with 30 offices across the US. She launched her first matchmaking company, Cupid's Cronies, in 2010 and rebranded to LUMA in 2016. Packages range from $15,000 to over $200,000, with each matchmaker working with 15–20 clients at a time. Davis takes a "values approach" to matchmaking, focusing on goals and morals rather than superficial checklists.

Key Insights:

• April Davis founded Cupid's Cronies in 2010 and rebranded to LUMA Luxury Matchmaking in 2016
• She holds an MBA from the College of St. Scholastica and previously worked at Ameriprise Financial Services
• LUMA now has 30 offices nationwide and merged with Rose Matchmaking (Houston) in 2023
• Matchmaking packages range from $15,000 to over $200,000 depending on criteria and service level
• Each LUMA matchmaker works with 15–20 clients at a time
• About 70% of database members are women; paying clients are approximately 50-50 male/female
• LUMA does not allow refunds or cancellations once contracts are signed
• Davis claims all LUMA matchmakers are certified life coaches

Thinking about turning to LUMA Luxury Matchmaking to find your ideal partner? For such a personal endeavor, it makes sense that you’re curious about LUMA’s founder, April Davis.

From the small boutiques to the biggest players in the industry, we've reviewed over 200 matchmakers and their services. Our insight comes from 14+ years of firsthand industry experience, in-depth research, real customer reviews, and a deep understanding of the matchmaking landscape.

Keep reading to discover how April Davis got into matchmaking, her approach to finding love, and even some of her best dating advice!

Married to divorce attorney Franz Davis, April Davis says she has a unique perspective on what makes love last. As she explained in an interview,

"We would always talk about relationships and why people would end up in [my husband’s] office. It seemed crazy to me that some people would get married when they were so obviously incompatible. For example, someone who wants kids would end up getting a divorce because their partner did not or they were of completely different religions and arguing about how to raise the child."

Davis made her first successful match when she was just 16 and working as a waiter in a café. She helped one of her customers find love, and she’s been matchmaking ever since. 

In an interview with Natfluence, she shared that she has been playing Cupid within her social circle for a long time. But the path she took to becoming a professional matchmaker was a long and winding one.

In college, she studied business & accounting, ultimately getting an MBA from the College of St. Scholastica. She then worked at Ameriprise Financial Services for a few years, pursuing modeling and professional snowmobile racing on the side.

But as she told CanvasRebel in an interview, 

“There was one thing I felt I knew more than anything – it was how to help people find love. And not just the butterflies and hearts type of love – the real, long-lasting, take home to Momma, marriage material type of love.”

That inspiration led her to launch Cupid's Cronies in 2010, initially balancing the business with her full-time job. In 2014, she left corporate America to focus on matchmaking full time. About six years later, she rebranded to LUMA Luxury Matchmaking—a nod to "luxury matchmaking"—and expanded to offices nationwide.

In 2023, LUMA merged with Rose Matchmaking, a Houston-based service helmed by matchmaker Jamie Rose.

Davis launched her matchmaking business as a way for busy professionals to meet quality matches. A quality-over-quantity approach was key from the start.

As she told CanvasRebel, some matchmakers out there were “ruining the industry by promising people a bunch of dates but sacrificing quality.”

Davis positions herself and her team as "Relationship Brokers," building a database of eligible singles across the US to match with paying clients. Coaching has always been part of the process—giving clients tools to date successfully alongside introductions.

She emphasizes that LUMA isn't "build-a-bear or build-a-boyfriend." The service takes a "values approach," looking at goals, morals, and what's most important to each person rather than checking boxes on a superficial list.

In a podcast interview, Davis compared hiring a matchmaker to hiring an interior designer. You could try to pick out paint colors from thousands of options yourself, or you could hire a professional who knows what will work. Matchmaking, she says, works the same way.

LUMA prioritizes busy professionals with high standards—people who don't have time to online date or prefer the confidentiality of working with a professional. As Davis explains, clients come to matchmakers because they know the database contains people seeking committed relationships who want the same things.

She describes LUMA as "very much a boutique type of service"—very one-on-one, with each matchmaker typically working with 15 to 20 clients at any given time.

Coaching remains central to LUMA's service. Davis claims all her matchmakers are certified life coaches, and she regularly shares dating advice on Instagram and other platforms.

On keeping an open mind, Davis suggests in the Gurus and Game Changers podcast that finding a partner isn't like buying a car where you pick features. It's a relationship that has to go both ways. Just because someone has characteristics you think you need doesn't mean you'll actually have a relationship. She finds that people are often their own worst enemies because they're so hung up on traits they think they need that they're not open to letting someone in.

On compatibility, she emphasizes looking beyond surface criteria to understand what truly matters—shared values, life goals, and moral alignment rather than specific physical attributes or credentials.

Here is a sampling of her dating advice from around the web!

Potential clients can join as paying members or passive members. Passive membership is free, but you won't have a matchmaker actively searching on your behalf. You'll only be contacted if you match a paying client's criteria.

According to Davis, about 70% of database members are women, while paying clients are approximately 50-50 male and female.

As a paying client, you're matched with members of the database. Depending on your package level, LUMA matchmakers may also scout outside the database on your behalf.

Davis has shared that LUMA interviews an average of around 50 potential matches per client. Those who pass the screening process are presented as matches.

After each introduction, the team gathers feedback to refine future searches.

LUMA's "Premium Search" matchmaking packages begin at $15,000 and can exceed $200,000.

Pricing varies based on your criteria list, how difficult it is to find your ideal partner, the number of introductions you expect, service length, and any additional coaching options.

All details are outlined in the membership contract. Be sure to read carefully, as LUMA does not allow refunds or cancellations once contracts are signed.

April Davis brings over a decade of matchmaking experience and has built LUMA into a nationwide service with 30 offices. Her values-based approach and emphasis on coaching appeal to clients who want more than surface-level introductions.

The service works best for busy professionals seeking a boutique matchmaking experience, clients comfortable investing $15,000–$200,000+ in finding a partner, singles who value coaching alongside matchmaking, and those seeking a nationwide network with local matchmaker presence.

The no-refund policy and long-term contract structure are worth considering carefully. Once you sign, you're committed to the full agreement regardless of how quickly you meet someone or whether the service meets your expectations.

For singles seeking more flexibility, VIDA Select offers month-to-month matchmaking with no long-term contracts. VIDA's matchmakers have access to the largest pool of eligible singles available—not just an internal database—so you're not hoping your ideal partner signed up for the same service. Most clients meet someone special within 3 months.

Ready to explore your options? Schedule a free, confidential consultation to see which approach fits your goals.