On Wednesday night, Tiffany brought its signature blue to the Crosby Street Hotel to celebrate the launch of the jewelry brand’s new website–WhatMakesLoveTrue.com–its corresponding iPhone app, and a screening of a short film by Edward Burns made especially for the site. As fans of romance and fine jewelry, we popped by to see how the name synonymous with both interpreted “true love.”
There were turquoise platters filled heart-shaped blinis and mini cupcakes, and a photo booth where attendees could snap themselves against a blue heart background (presumably with a significant other) and either print the mementos or upload them to the web. It was pretty adorable, especially seeing couples cuddle up to take one. A particularly attentive touch was the choice of music. The DJs–DJ MOS and DJ Kiss–are newlyweds, having tied the knot in January after six years of dating. MOS said he thought the site was “an amazing, great idea. So helpful, especially for guys. We wanna know like, ‘how do I do this, am I doing it the right way?’”
So what exactly does the site do? WhatMakesLoveTrue.com is divided into four sections: Love Stories, The Art of Romance, Tiffany’s New York and Love is Everywhere. Love Stories is a collection of videos of couples telling stories of falling in love and getting married. The Art of Romance lists the most romantic films and songs, mostly highlighting New York, and has “Tiffany Tips” on how to be a better romantic. Tiffany’s New York highlights the best date-worthy bars, restaurants, and outdoor spots in the city. Love is Everywhere features an interactive map of New York where anyone can place a heart denoting a special romantic spot in the city. The overall idea is a giant shared experience, hoping to target both hapless lovers and seasoned romantics alike. Not all of us can dream up an ideal engagement scenario, and who better to ask for help than the purveyor of the real rocks of love?
Carson Glover, a Tiffany spokesperson, sees it as a resource for fans who want more than just a piece of jewelry.
“We’re almost a 175 year old brand… people have been coming to us for decades, centuries, on expressions of love and romance. They say, ‘Ok, I’ve got this perfect ring – where should I propose? Do you all have any suggestions?’ And so we have this wealth of information within the Tiffany institution. The art of love and romance is what we breathe day in and day out. It was just natural for us to share it,” he said.
The site’s cute, but it’s biggest draw–at least for right now–is the short film Will You Marry Me? directed by Ed Burns.
The film’s debut screening was the main event of the night. The director (and husband of Chirsty Turlington Burns) has done several films based in and around New York City and purchased his wife’s own engagement ring at Tiffany, saying that he too had a soft spot for the brand. The short is in storytelling format, cutting back and forth between six couples seated on sofas, describing how they met, fell in love, and got engaged. It’s really cute-especially the elderly couple who anchor the film–and manages to do in about eight minutes what The Notebook did in two hours. Though not much for commercial work, Burns is a quintessential New York filmmaker and was happy to collaborate with Tiffany on the project. “They wanted this film to be not only a celebration of New York but also of true love,” said Burns. “And that’s why we had so many stories and asked so many questions, because there was no one answer, everyone had their own Woody Allen Manhattan moment.”