𝐂𝐚𝐫𝐭𝐢𝐞𝐫 : The legend behind the Cartier LOVE bracelet
Cartier’s classic LOVE bracelet has become the ultimate status symbol of the upper echelon of today’s society. The piece is a constant in the jewelry collections of countless celebrities, from the likes of Kylie Jenner to Selma Hàyek. Ranging in options between yellow, pink or white gold, with the additional option to add diamonds, LOVE bracelets start at a cool $5k CDN with the top model fetching a price tag of $57k at retail. Their popularity amongst the wealthier class is no coincidence or result of luck though, but rather the product of a finely-executed marketing campaign similar to the likes of De Beers’ “Diamonds are Forever”.
The infamous bangle was created by Italian designer Aldo Cipullo for Cartier in NYC in 1969. Part of the bracelet’s contagious allure is the brilliance of its minimalistic design; it can be worn by anyone of any taste. Two C-shaped halves of the bracelet clasp together and are fastened by screws that can only be removed with the accompanying mini-screwdriver. The screwdriver was a key piece in early marketing schemes by Cartier, meant to give to one’s spouse as the only tool to remove the “love”. The bracelet is said to be inspired by a chastity belt and the campaign centred around the idea that love is forever and shouldn’t be temporary or easy to remove.
Furthering the narrative of exclusivity, Cartier only sold the bracelet as a gift for one’s spouse for the first few years. To tap into their intended demographic, they gifted bracelets to celebrities like Elizabeth Taylor & Steve McQueen to show off in public in an early example of influencer marketing. In addition to it’s prestigious aesthetic, the bracelet is actually a strong investment as well; the average resale value of the LOVE bracelets have remained at 69% over the last 5 years as per TheRealReal in May.