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Tiffany Introduces the 'What Makes Love True' Website

Jun 1, 2011 4:55 PM   By Jeff Miller
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RAPAPORT... Tiffany & Co. introduced  a new website and iPhone application that are designed to share  tales of real-life couples who recall -- on film and in photographs -- romantic roads taken in life.  Visitors will also find a compendium of tips for love-struck couples gleaned from Tiffany's 175 years in the diamond business. In addition, the website explores Manhattan, which Tiffany & Co. called the "ultimate city for falling ecstatically in love."

The website, www.whatmakeslovetrue.com, debuted with  filmmaker Edward Burns'  "Will You Marry Me?," a short film he created exclusively for Tiffany & Co. Burns presents a variety of couples who share heartfelt, humorous and surprising episodes from their romantic journeys. Burns photographed the couples in New York settings  and incorporated jewelry, photographs or love letters that have been symbols of their life together.

"Tiffany has long been a major presence at engagements and weddings, and now we've built that presence online with love stories and a whole world of romantic possibilities," said Caroline Naggiar, chief marketing officer (CMO) of Tiffany & Co.

Tiffany's new website and app include  classic love song playlists as well as exclusive songs the retailer believes are destined to inspire a new generation of lovers.  The retailer will introduce additional exclusive new songs throughout the year. Movies set in New York are also listed and may be purchased from iTunes. These include much-loved classics such as "Sabrina" and "Breakfast at Tiffany's," as well as "You've Got Mail" and "When Harry Met Sally." Film details also include Tiffany's take on the selections romantic themes.

Tags: diamonds, Jeff Miller, love, Tiffany
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