DESIGNER 101

Cartier 101:
THE LOVE COLLECTION

By Karen S. Nov 5, 2020

Cartier 101 Love Band

“Lock in your love, forever.”Cartier has long blazed the trail 

as a jewelry design power-house. Since 1847, Cartier has been producing incredibly iconic pieces for royal families, celebrities, and dignitaries alike. However, it was not until 1969 that their most influential designs would come to life in the form of the Love collection. 

Cartier 101 Love Bracelet Ad Campaign

Cartier Love Bracelet Ad Campaign, Source Unknown

The Cartier Love Collection History

Aldo Cipullo was born in Naples, Italy, in 1936. As the son of a costume jewelry manufacturer, he apprenticed at his father’s business for many years. In 1959, the ambitious young designer decided to pursue more extensive interests in jewelry and fashion design, so he made his way to America.

After ten years working for the likes of Tiffany & Co. and David Webb, Cipullo landed a job at Cartier. In the 1960s, Cartier was long making exquisite jewelry, but it wasn’t until Cipullo joined that something so emblematic of the brand was created. 

In less than a year at Cartier, Cipullo created the Love bracelet, a semi-permanent bracelet modeled after medieval chastity belts. Cipullo stated that “What modern people want are love symbols that look semi-permanent—or, at least, require a trick to remove. After all, love symbols should suggest an everlasting quality.” His design did just that. It is a tight-fitting oval worn close to the body that requires screws and a screwdriver to wear. This bracelet changed the way people wore jewelry as it was designed not to be removed easily. In the early days, the bracelet was made of sterling silver plated with gold. This original model sold for $250, a pretty penny for that era. Soon after, the design shifted to solid 18K gold, and by 1979 a diamond-studded version was created. 

“What modern people want are love symbols that look semi-permanent—or, at least, require a trick to remove. After all, love symbols should suggest an everlasting quality.”

Aldo Cipullo

The bracelet is intended to be unisex. At its launch, Cartier gave many famous couples the bracelets to wear, including Ali MacGraw and Steve McQueen, Elizabeth Taylor and Richard Burton, and even the Duke and Duchess of Windsor. Rumor has it that the bracelets were not to be sold to individuals, only to couples.

Cartier 101 Love Bracelet Screwdriver

Cartier Love Bracelet and Screwdriver, Source Unknown

Cartier Love Sizing Breakdown

The classic Love bracelets come in yellow, rose, or white 18K gold. It is also available in two sizes, and there is the option to add some sparkle with pave diamonds, sapphires, or garnets. 

Today the Love design includes a selection of cuffs, engagement rings, wedding bands, rings, earrings, and necklaces. With our new addition of jewelry and watches, there is now a large selection of Love designs available to shop on Rebag.com. 

Much like true love, Cartier’s Love collection is eternal. It outlasts passing fads and remains a coveted jewelry piece for lovers and jewelry fanatics to come.

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