Universal Language? Tiffany Has an App for That

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Tiffany & Co. has launched a new site and iPhone app, called What Makes Love True, as a "go-to resource for romantics everywhere."  

The experience leverages Tiffany's "175 years as an expert on the subject." A main component is a video entitled "Will You Marry Me?" from director Ed Burns, with stories of courtship and proposal told by New York City couples. The site and app also offer love tips ("Keep Your Mystery," "Small Square Boxes are Dangerous"); a "romantic playlist" with links to iTunes albums; and a free download of recording artist Joshua Radin's reinterpretation of Barry White's classic, "You're the First, The Last, My Everything." Tiffany commissioned the song and will offer others by various artists throughout the year.

The site gets interactive with "Love is Everywhere," a map of the world on which users can peg hearts to places of personal romantic significance. Users are invited to mark the spot, add lovers' initials (AH+RB), and write a comment before optionally sharing their entry on Facebook or Twitter. The New York tri-state area has a high concentration of hearts, but pins have been added as far away as Juneau, Alaska, Singapore, and South Africa.

Finally, Tiffany's New York section recommends bars, restaurants and museums for whatever mood suits a couple, such as "cocktails and canoodling," nature, culture, and grand gestures.

"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, in a statement. A Tiffany spokesperson declined comment beyond the release.

Tiffany's has been promoting the campaign to its 23,000 Twitter followers using the hashtag #whatmakeslovetrue. Tiffany's Facebook page, which has one million likes, has a photo album with images from the screening of the Burns film and a celebratory dinner in Burns' honor at Il Buco, which also happens to be one of the recommended restaurants on the new site.