Tiffany Introduces True Love, The Website

whatmakeslovetrue.com Premieres with a Short Film Presented by Edward Burns

New York, NY., June 1, 2011 /PRNewswire/ — As the jeweler synonymous with true love, Tiffany & Co. introduces a new website and iPhone® App for all brave hearts who venture into this realm. Now they have a guide.

“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 of Tiffany & Co.

The website and app are designed as the go-to resource for romantics everywhere. Once besotted, couples see the world anew. Tiffany enthralls them with tales of real-life couples who recall—on film and in photographs—romantic roads taken and the thrill of it all. Visitors will also find a compendium of tips for love-struck couples gleaned from Tiffany’s 175 years as an expert on the subject. In addition, the website explores the fabulous, fabled world of New York, the ultimate city for falling ecstatically in love.

whatmakeslovetrue.com debuts with noted actor and filmmaker Edward Burns’ Will You Marry Me?, a short film he created exclusively for Tiffany. Burns presents a variety of couples who share heartfelt, humorous and surprising episodes from their romantic journeys. Burns photographed the couples in iconic New York settings: the city’s skyline as majestic backdrop, a cobblestone street in Greenwich Village, the Hudson River at dusk. The director’s unscripted format beautifully captures the couples’ fond recollections, and incorporates jewelry, photographs or love letters that are symbols of their life together.

These experiences set a warm and engaging tone for the dynamic content that awaits those who have just met or just wed. The content of whatmakeslovetrue.com is accessed through four main areas:

* Love Stories Couples recount magical moments that include a diamond engagement ring or other gift. With personal photographs as a visual diary, the couples tell of a Tiffany silver loving cup that has toasted generations of brides and grooms; falling in love in Paris and returning to New York and a first apartment; and browsing engagement rings, with the favorite later purchased by a nervous future husband for his joyous wife-to-be.
* The Art of Romance “Tiffany Tips: When Love Gets Serious” presents sage advice in a witty style to all who enter here. Tips touch on mutual respect and the art of compromise; how important it is to be oneself, to listen carefully and keep excitement alive. There are also clever caveats regarding money and family matters that help make true love run smoothly.

On this section of the site, Tiffany recommends a playlist of classic love songs as well as songs destined to inspire a new generation. One of them, singer-songwriter Josh Radin’s arrangement of the classic hit, You’re the First, the Last, My Everything, will be introduced exclusively on the website and app.

Tiffany will introduce other exclusive new songs by various artists throughout the year. Visitors may also choose from classics by legendary artists including Louis Armstrong and Fred Astaire, as well as contemporary performers such as John Legend, for sale on iTunes®.

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 include Tiffany’s take on the film’s romantic themes.

* Tiffany’s New York From its famous corner at Fifth Avenue and 57th Street, Tiffany overlooks Midtown Manhattan, Central Park and the Upper East Side. Full coverage is given to the celebrated restaurants (La Grenouille, Daniel) and museums (the Guggenheim and The Metropolitan) located in this gilded neighborhood, as well as destinations in neighborhoods uptown and downtown. These include intimate restaurants that offer a taste of Tuscany or the Left Bank; after-hours tours of renowned cultural institutions; cozy hideaways where Tiffany-inspired cocktails await; and walks through parks or gardens, and along streets lined with art galleries. These venues may be offered as “tips” on Tiffany’s page at foursquare.com.
* Love is Everywhere Here users will add their own sentiments. After placing a heart at the desired point on a map and adding their initials, an overlay allows them to convey a story, send a note or perhaps suggest a favorite rendezvous. These hearts may be shared on Facebook® or Twitter® (#whatmakeslovetrue).

whatmakeslovetrue.com will be updated regularly with new content from Tiffany and visitors who add their own chapters to this endlessly fascinating and touching human interest story: true love.

# # #

Tiffany & Co., Tiffany and T&CO. are trademarks of Tiffany (NJ) LLC, Tiffany and Company and their affiliates.
Facebook is a registered trademark of Facebook Inc.
Twitter is a registered trademark of Twitter, Inc.


Media Contact:
Carson Glover
(212) 277-5917
carson.glover@tiffany.com