Publicity

Thou shalt not get caught

So you are an adulterous rogue, are you? There's a club for guys like you...

Woody Allen really should have known better than to go in search of nookie in the kid's bedroom. Okay, the man is hardly Brad Pitt, but you'd think that there'd be some desperate starlet somewhere who'd oblige him for promises of a role in his next movie. If only he had another, more discreet option, the world might have been spared the mess that followed ...

The fact is, monogamy, no matter what pious clerics and whiny women's magazines might tell us, is not a natural state of affairs. Just like Woody, serial philanderers really need an organisation like 'about lovers'. Owner Cherie started the Sandton based business a few months ago, when her traditional dating service hit a slump. "Standard singles dating clubs are overmarketed," she says. "I saw the gap for a concept I'd first seen in New York - a discreet dating service for married people looking for a little variety in their lives."

Cherie vets every would-be client herself. "I have a masters in psychology, so I read people well," she explains. "I also promise absolute confidentiality which is essential - especially for the celebrities I deal with."

She stresses that hers is not an escort service. "I have no 'professional' girls on my books," she says. "I take a full brief from the client finding out exactly what physical type and personality he is looking for, then see who I might match him up with - I have a range of single women on my books who enjoy no-strings-attached relationships with married men.

She also finds young studs for career women that aren't getting the attention they deserve from their husbands. "A lot of people are just looking for some affection, or a bit of variety in an otherwise stale lovelife," she adds. I think that my service helps save many a jaded marriage."