Love and Donuts

At LEVEL, Valentine’s Day has never really been our thing.

I know what you’re thinking… Whaaaat? We’re supposed to love love and any holiday that celebrates love should be exciting and joyful for anyone in the love business. We know.

But here’s why we don’t love it: 

If you’re single right now, you might be wishing for a man to love and spoil you with romantic gifts, words of affection and bouquets of your favorite pink donuts.. er.. I mean roses. You may even be wondering why LEVEL hasn’t reached out with an introduction yet. Where is he!? (Believe me, when we meet him, we’ll reach out!)

If you’re in a relationship, even a new one, you might have high expectations of how the day should turn out, and inevitably your partner gets it wrong (uh hello, edible fruit-flower baskets) and you’re left disappointed and frustrated.

If you’re “out there” dating, you may have noticed a lot of men on dating apps have started disappearing this week (yes, more than usual) as a way of avoiding Valentine’s all together. There’s a lot of pressure on men, real or imagined, to make this day important, and they may not be ready for it.

And, you guessed it, there’s even pressure on my team at LEVEL to perform, to “make love happen”, to find the perfect woman for our male members before V-Day strikes. Self-imposed pressure sure, (we want to see our members in happy, fulfilling relationships!) but pressure none-the-less.

The craziest part is that all of this pressure comes from the commercialization of this little holiday. It makes us all act a little crazy! 

And if you’ve been following me for a while, you know how I feel about anything that makes you feel or act in a way that is contradictory to who you are.

So, I’ve decided to let it go this year and write what is coming naturally. Like anything in life, the best moments come from inspiration and flow. Right?

I know you know this already, but a little reminder can’t hurt:

Valentine’s Day is just a day.

And for most of us, it’s not all hearts and flowers and lingerie like the ads will tell you.


It’s a day to remind us of how we should be living the other 364 days of the year: With joy, and abundance, and self-bought flowers on our kitchen table because they make us happy!

Love doesn’t happen on your schedule. It doesn’t have a due-date on the calendar, a time-limit, or a deadline.

That’s right. Even a matchmaker with 20+ successful years in the business can’t “make love happen” at will.

So, my advice this week is to consciously relieve yourself of the worry, frustration, disappointment or expectation around this cute but commercial holiday.

Live a life you love and get ready to receive a great guy into your life. 

Let go. 



Have a pink frosted donut. 🙂

Love will show up exactly when it’s meant for you.

And not a minute sooner. 


– April Beyer, Founder & CEO

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