That is, after buying a home, splitting up with a romantic partner or losing a spouse.

Catherine Graham Bell of Prime Impressions, a personal image consultancy in Kingston, said about 30 per cent of her clients are now men, a dramatic increase since she started her business 13 years ago.

“Initially, I thought it would be mostly women,” she said. “But I love working with men. They’re so much easier to work with than women because they come in and say, ‘Tell me what I’m doing wrong and how to fix it.’ ”

Ms. Graham Bell said she works primarily on physical appearance and etiquette, leaving the state of their homes to other professionals.

As with Ms. Moore, most of her clients have recently gone through a break-up and want help with presenting themselves in the dating pool.

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Globe and Mail

“A woman is looking for things that men just don't think about, like whether or not they have clean towels."