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?