The social life of thousands of singles in the Midlands is set to be transformed following the launch of an innovative lifestyle advice and social network website -

Aimed at the over 30s professional market, is the creation of Jill Mytton, former head of legal services at Pertemps, who was a recent finalist in the "Best New Business Idea" category of Country Living magazine's "Enterprising Rural Women's Awards 2005".

" is a website unlike any other," said Jill.

"Think of elements of Friends Reunited, Handbag. com and other popular lifestyle, events and social websites - mix them all together, add a touch of local knowledge and a genuine passion to help individuals achieve their goals, and is born."

She added: "We aspire to help busy, career-minded individuals to achieve a happier, healthier, more balanced lifestyle, and offer opportunities to build new social circles both online and at our quarterly events, the first of which is a Champagne reception with food and music being held at Patshull Hall in Staffordshire, on October 8."

Research carried out for shows that the number of singles in the 30-59 age group is increasing, often because many in that age category suddenly find that a long-term relationship has broken down, or their busy work schedule leaves them with no time, or even the knowhow, to begin organising a new social life.

Jill said: "The research showed that men particularly struggle to develop new friendships. Most rely on their partner to organise their social affairs, and those men without a partner tend to revolve their social life around work."

Membership to is in two categories: Silver membership is free for a limited time, and allows the user to post their profile, and to be advised of any Gold Members who wish to make contact.

Costing £5 per month, Gold membership allows access to all products, including the "Just Good Friends" service - a friendmatching facility for members with similar interests.

Gold members also receive discounts at events, an e-mail and text messaging service, and a monthly online magazine with uplifting advice on a range of subjects such as health, careers and relationships, plus topical articles which will appeal to both men and women.

Commenting on her change in career, Jill said: "I really enjoyed my work with Pertemps, but personal circumstances led me to re-evaluate my priorities.

"Lifestyle coaching has been a passion of mine for a long, long time, and after some initial research I saw the clear gap in the market and felt the time was right for me to take the plunge."

" offers it all," said Jill, "and is unique in that it targets the over 30s market. We have already had lots of interest in the site, and aim to sign up 500 members in the first quarter."