Lumen Launches New Welsh Word For Finding Love Over 50
A new dating app for the over 50s will launch in Wales today — and the people behind it claim to have created a new Welsh phrase. They've come up with word credwchmewncariadarôlpumdegoherwyddeifodmorllawennawrfelybuerioed to mark the launch of Lumen — and the slogan is set to appear on billboards up and down the country.
Crafted by Sarah Russell, a writer from Monmouthshire, she says that loosely translated it means “believe in love after 50 because it’s as joyful now as it ever was.” Sarah says she was initially inspired by the longest place name in Wales — which is of course Llanfairpwll (in its short form) on Anglesey.
The village's full name is Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch — a word that is known the world over. But despite its record achievement, the Welsh town's name consists of 58 characters — making it shorter than Sarah's newly coined phrase which has 65.
Sarah, who is over 50 and single herself, revealed that another key source of inspiration was Wales' rich history of legends and spellbinding stories. Wanting to encourage people to believe in their own love story and happy ending, she built the new word using other romantic phrases — including 'cariad' (love), 'credwch' (believe) and 'llawen' (joyful).
Speaking about the project, Sarah explained: “I loved working on this because, while many think of French or perhaps Italian as the language of love, to me it's always been Welsh. It's a language brimming with passion and romance. Welsh has such a beautiful natural rhythm and musicality that even the simplest phrase can inspire emotion.”
The word will now appear on billboards across Wales in celebration of over-50s dating app Lumen, which launches in the country today.
The first ever app-only dating platform dedicated to the over-50s, Lumen launched in September 2018 in the UK.
Available for free on both iOS and Android, the app is tailored to the needs and habits of the over-50s — making it as easy as possible to meet “genuine, like-minded singles in a safe community.”
Lumen has “an emphasis on quality conversations and zero tolerance for ageism” to provide an “age appropriate dating community for the 7.5 million single, divorced or widowed men and women in the UK aged over 50.”
Co-founder and CMO, Charly Lester, said: “We’re thrilled to be launching in Wales and wanted to mark the moment with a celebration of the romanticism of the Welsh language. ‘
The former Dating Editor at the Guardian added: ’If you're over 50 and think that Credwchmewncariadarôlpumdegoherwyddeifodmorllawennawrfelybuerioed applies to you, then sign up for free today!”(article published at www.dailypost.co.uk)