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Lately I’ve been talking to friends and clients in the over-40 crowd who are (for a variety of reasons) entering the dating scene.
Not so online - having lost its stigma, most Americans now agree it's a great way to meet a future partner!
"I want women to feel they're desirable and hot," says Paula, who is 51 but looks younger.
"It's all about giving hope to women who feel they're on the scrap heap." With this in mind, one-to-one sessions are set up in the tea rooms of the capital's top hotels.
Current clients – all female – include parole officers, psychotherapists and investment bankers (age range 30-70), who seek her advice on everything from how to spice up their internet profile to how to behave on a first date.
Her approach, based on marketing techniques gleaned from years working in big corporations, isn't romantic, but she's convinced it works.