The Love de Cartier bracelet was designed by Aldo Cipullo, an Italian-American jewellery designer, in New York in 1969. This unisex gold piece, with its distinctive tiny screws, enabled Aldo Cipullo to challenge the traditional idea that the main role of jewellery was to represent status and wealth.

Indeed, the designer imagined the bracelet as a tangible illustration of the love relationship with a design inspired by a chastity belt. With this powerful symbol, Aldo Cipullo wanted other people to know, by seeing the bracelet being worn, that this person would be in a relationship.

The Love bracelet was an immediate success when it was launched. There was a time when every celebrity couple seemed to wear a Cartier Love bracelet in their everyday lives. For example, Elizabeth Taylor and Richard Burton are one of the few important couples to have received a pair of Cartier Love bracelets, duke and duchess of Windsor, or Sophia Loren and Princess Caroline of Monaco.

Over the decades, the collection has evolved and so has its clientele. With the amplification of social media and the role of influencers, Cartier has seen a dramatic shift in its customer demographic. The origin of this transition is said to date back to 2014, when Kylie Jenner, who at the time already had a significant following among Millennials, posted a photo on Instagram of her wrist with several Love bracelets with a value of $50,000.

Today, this collection regularly ranks among the most searched jewellery on Google worldwide, and has the property of retaining its resale value (Love bracelets start at 4,350 euros). On social media, a search for the Cartier Love bracelet reveals hundreds of thousands of videos featuring a young customers.

However, it is likely that neither its creator nor Cartier could have imagined that the bracelet would become such a reference for Millennials and Generation Z. What was once a symbol of love has become a social marker, worn and viewed by millions on Instagram, YouTube and TikTok.

Photo crédit : Cartier

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