Meet Treasure, ‘professional cuddler’ who charges Rs 7,000 an hour to make people ‘feel safe’

Trevor Hooton, who goes by the name Treasure, offers “cuddle therapy” through their business Embrace Connections.

Treasure, who is based in Bristol, UK, charges £75 (Rs7,000) for an hour-long hug that helps people feel safe and calm.

They explained that what they offer is more than just a hug as it is about “pouring care, affection and goodwill into someone through touch.”

Treasure, who is from Montreal, Canada, said that not everyone understands what their business offers – with some people mistaking it for sex work.

“I built a business based on my passions for building human connections. Many people struggle to make those and that’s where I step in. It’s more than just cuddling, it’s giving people the things they need, whatever that might be,” they were quoted as saying by Leicestershire Live.

“With cuddle therapists, you’re hiring their time, attention and care. It’s more than just hugging a stranger. Some people do find it a little awkward at first, but that’s totally normal, and they quickly feel comfortable,” they added.

Treasure began looking into the science behind human connections ten years ago and turned it into a business in May 2022.

Describing the cuddle therapy, they said, “It’s always a non-sexual, platonic intimacy, based on whatever the person wants. We meet, go over guidelines to ensure we’re on the same page, and then structure the session based on what they want and their boundaries. There is a lot of checking in to see how they feel and what they want – whatever helps them to feel safe and calm.”

Treasure further said that the service is different for everybody and it can take work to find the most effective approach.

They explained, “It can be awkward, it’s a weird thing and not typical for most people to step into being intimate with a stranger. People come with their own insecurities or preconceptions but I do my best to help find a place where they are comfortable. And if the person starts to feel the start of something sexual, we communicate about that and back off, because it needs to be non-sexual intimacy.”

“It’s about communication and building trust. When I am giving a hug to someone, I’m pouring in care, affection and goodwill through that touch. Hugging a stranger doesn’t do much, it has to be someone who cares about you,” the professional cuddler added.
‘Embrace Connections’ offers further services including ‘connections coaching’ to help people struggling to build relationships with others.