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Ordering
Brides on the Web: Old Business, New Source
By Julie Checkoway
New York Times June 7 , 2000
Men with fantasies and women with hopes
have always managed to connect. Now, sites that draw on
those dreams have exploded across the Web. The fastest
growth appears to be in sites that promote international
marriages, Internet versions of the 19th-century
mail-order-bride business. More than 200 such sites are in
the United States, with earnings for some estimated as
high as $2 million a year, although other operators cite a
much lower figure. According to a report by the
Immigration and Naturalization Service, the number of
marriages between American men and foreign women they met
through online matchmakers has doubled in the last decade,
totaling 4,000 to 6,000 a year. The international online
matchmaking services are thriving largely because of
increased Internet access worldwide, low overhead and
start-up costs and an abundance of eligible foreign women:
100,000 to 150,000 advertise themselves on e-matchmaking
sites each year. In the mid-1970’s, most mail-order brides
came from the Philippines, whose economy was in shambles.
Today, more than half of the 200
mail-order bride businesses online cater to men seeking
mates from Russia and Ukraine, countries in steep economic
decline and in which, not coincidentally, women make up
more than 80 percent of those unemployed. Which is why
most such sites are heavy on postings like this one, from
Nataliya, a 29-year-old divorced nonsmoker from Russia who
reports (spelling and grammar intact): “I am tender,
caressing dantist with unusual sense of humor. I have
daughter with appearance and character of angel. . . . I
am looking for man . . . not greedy, tender, not tedious.”
Nataliya has been “viewed” 655 times since November on
the site operated by by Cherry Blossoms Inc., in Hawaii,
which has been in the mail-order-bride business for 26
years. Cherry Blossoms used to rely solely on regular mail
for the delivery of its expensively printed catalogs.
Today, said Mike Krosky, the president of Cherry Blossoms,
the company owes 50 percent of its business to the
Internet, compared with 15 percent to 20 percent in 1997.
Choosing a mate from another culture is not unusual; the
United States is home to millions of cross-cultural
marriages. What is new are the numbers involved and the
increasing sophistication of international e-matchmakers
in their delivery of services. Many companies duplicate
features found on other e-commerce sites, like electronic
shopping carts. Critics of the services contend that this
approach underscores the suggestion, always present in the
bride business, that the woman is being bought -- a
fantasy that they contend contributes to high rates of
divorce or abuse after reality sets in. Whatever lies at
the heart of the transaction, the competitive advantages
-- and the profits -- for site owners arise from their
ability to provide clients with more than just a woman’s
address. The Cherry Blossoms site, for example, boasts a
database of more than 16,000 women, which can be sorted by
country of origin, education, age, eye color, race,
height, weight, religion, number of children and whether
she is a smoker or a drinker. A visitor types in his
criteria, and head shots of women who fit that profile
appear on the screen. Double-click on a head shot, and a
client will see a full-body shot, a biography and vital
statistics. But at Cherry Blossoms and other leading
sites, the address database is merely a portal to a menu
of services that are intended to extract money from a
client at nearly every step he takes toward the altar.
Cherry Blossoms, like other established sites, begins
charging a client when he requests an address. Starting at
$75, Mr. Krosky’s company offers a membership fee that
provides a client with 15 addresses. At the high end is
the “Premier Guaranteed Membership,” which, at $595,
includes 100 addresses; two “individualized searches” of
the database, which Mr. Krosky conducts on the client’s
behalf; one-to-one coaching with Mr. Krosky -- himself
married three times, most recently to a woman from the
Philippines he met through his own business; and an online
photograph and biography which, Mr. Krosky says,
guarantees a client “60-plus letters” from women. Other
innovations include e-mail forwarding. A client can
request that his photograph or a love letter be hand
delivered in three to five days rather than in two to
three weeks by international mail. One of Mr. Krosky’s
competitors, Scanna International, adds a link to Flower
and Gift International. There, the delivery of roses, a
box of chocolates and a card costs a customer at least
$155 and can also include, at additional cost, a snapshot
of the woman receiving her gift. Another rival, Euroladies,
offers three-way conference calling with an interpreter.
Both Euroladies and Scanna offer the fiancée a visa
preparation kit.
At the top of the price scale are
organized tours to Russia and Ukraine, offered by
Euroladies and Scanna. Euroladies guarantees that men will
meet more than 800 women in 10 days for $3,000 to $5,000,
including hotel and airfare. Scanna offers a referral to
Anastasia Tours, which offers tours for the same price as
Euroladies. Anastasia’s tours include introductions to 600
to 1,000 women and a 10 percent discount “when you bring a
friend.” Even if true love does not last, the
e-matchmaking sites are ready to help: some men are repeat
customers, returning to the same Internet site on which
they had found a previous, now-ex, wife.
Julie Checkoway is director of the Creative Writing
Program at the University of Georgia.
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