A Very Short History Of
The Cartier Love Bracelet
Over 20,000 people search for a Cartier Love bracelet on Google every month — but do you know the story behind this celebrity-favourite piece?
The story of this iconic symbol of love begins over 50 years ago, in 1969 — following the end of a romance for 20-year-old designer Aldo Cipullo (ironic, we know).
He wanted to create a piece of jewellery that could be worn in place of an engagement ring and symbolise commitment — one that couldn't easily be removed or discarded. Drawing on the concept of a chastity belt and New York's industrial edge, Cipullo arrived at the bracelet's now-infamous screw-on design and sleek, continuous silhouette.
The design is deceptively simple: the oval curvature is shaped to sit close to the wrist, while the screw motif symbolises locking your love in place. Cipullo originally imagined a loved one fastening the bracelet, with the pieces sold only in pairs.
Design has to be part of function. That's the secret of success. When you have function and design married together, you always have a successful item.
At the time, Cipullo was a designer at Tiffany & Co. — who rejected the design. He quit and took it to Cartier New York, who loved it. Cartier gave Cipullo one of their highest honours, allowing his name to be inscribed on the bracelet; he is one of only two designers ever granted it. On the original 1970s 18k version, you'll find "Aldo Cipullo" engraved next to Cartier on the inside edge.
To launch it, Cartier sent pairs to the most influential couples in the world — Elizabeth Taylor and Richard Burton, Ali MacGraw and Steve McQueen, the Duke and Duchess of Windsor. It was the start of the Love becoming a pop-culture staple and one of the most recognisable pieces of jewellery on earth — a status it still holds today.
Its popularity shows no sign of waning. Resale is exceptionally strong, with non-diamond versions averaging around £5,500. Given the bracelet retailed at roughly £210 in 1970, that's extraordinary investment growth.