Monday, January 19, 2009

Cartier 'Love' Bracelet for Valentine's Day

Buy yourself some time. If she's hoping for a ring but you're not ready, get her the next best thing -- a Cartier love bracelet.
Lock it on her wrist and you've bought yourself 12 more months to save for a ring.


Great story behind it:
Over 24 years ago, in the summer of 1969, a young Cartier staff designer created a remarkable new item that was to become one of the most famous status symbols of our age. The designer was the late Aldo Cipullo...and the item was the Cartier "Love Bracelet".
A student of history Cipullo's early work centered around modern interpretations of ancient design terms and legends. One particular medieval practice (fact or fiction?) especially fascinated him: the story that warriors, prior to going off to battle, often "locked up" their wives around the waist with iron "chastity belts" to preserve the fidelity of the their marriage. Cipullo's desire to create a modern-day symbol of a "locked up", committed relationship led him to the design of a two-piece bracelet that had to be bolted together to encircle the wrist. And thus was born the "Love Bracelet" and its accompanying screwdriver.
Cartier management, quickly catching the spirit of the item, launched the product with a startling and unprecedented purchasing policy: customer were not allowed to by a "Love Bracelet" for themselves! The Cartier regulation firmly said that no one was permitted to purchase one for their own wrist!
As part of the launch of the product, and to reinforce the "lovers only" message, Cartier presented "his-and-hers" bracelets to 25 famous couples chosen from the fields of entertainment, business, communications, society, and sports. In light-hearted "ceremonies" conducted in Cartier's Fifth Avenue boutique, these notable "lovers" locked each other up and formally exchanged screw drivers. All loved it, the fun began, and the item was off and running.
Soon, stylish people all around New York and across the country rushed to get one. Photos of celebrities began to appear in newspapers and magazines with that distinctive band of gold gleaming at the wrist. Before long, a "waiting list" had to be created because the demand for the bracelet had vastly outpaced the ability of the Cartier workshop to make them.
By 1973, the roster of "Love Bracelet" owners included Elizabeth Taylor and Richard Burton, Nancy and Frank Sinatra, Cary Grant and Dyan Cannon, Ali McGraw and Steve McQueen, Mai Britt and Sammy Davis, Jr. and many other famous couples for around the world. The bracelet had become so well that it was often humorously cited as the definitive measurement of a lover's commitment (e.g. "Do you love me enough for the Cartier 'Love Bracelet'"?) As the years passed, the appetite for this extraordinary item continued to grow.
The continuing popularity of the bracelet led to the development of additional products in this motif, starting with the "Precious Love Bracelet" (with diamonds) in 1979, and followed by the "Love Ring" (1983), the "Love Cufflinks" (1984), and the "Love Earrings" (1985).
As this "love story" enters its 25th year, new customers every day continue to discover for themselves the special wit and style of the Love Bracelet. And, at the same time, another whole generation of celebrity wrists have appeared "locked up" in this famous Cartier shackle: Barbara Streisand, Diana Ross, Joan Collins, Jane Seymour, Princess Diana, Linda Evans, Lionel Ritchie, Kenny Rogers, Reggie Jackson, John McEnroe, Elton John....the list goes on and on.
Today, the Cartier "love Bracelet" remains the world's most celebrated and desirable wrist ornament.
Source: geocities

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