Unique Jewelry: The Cartier Love Bracelet and Why It’s a Powerful Statement

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Ever since it was created in the 1970s in New York, the Cartier LOVE bracelet has been considered a universal symbol of eternal love and commitment. Highly popular among celebrities, the LOVE bracelet has also sealed the passionate romances of many iconic couples. Impressive through its design, the bracelet is a flat bangle studded with unusual screws. Once it locks on the wrist, you can’t take it off without the help of a golden screwdriver. It doesn’t get more symbolic than that, does it?

A piece that serves to sanctify inseparable love, the Cartier LOVE bracelet is an undeniably elegant unisex piece. The basis of a signature jewelry collection, the bracelet was soon followed by a ring and a necklace line. Whether you have your heart set on a bracelet, ring or necklace, the question remains: “How far would you go for love?”

The bracelet was created in 1969 by designer Aldo Cipullo, and, apparently, the screwdriver component was crucial to the bracelet’s meaning. “Love has become too commercial, yet life without love is nothing — a fat zero. 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,” said Cipullo.

About Cartier

Société Cartier is a French luxury goods conglomerate company, widely popular for their high-end product. The company designs, manufactures, and sells jewelry and watches. Founded in 1847 by Louis-François Cartier, the brand remained a family business until 1964. Even though Cartier is now a wholly owned subsidiary of the Compagnie Financière Richemont SA, it maintained its headquarters in Paris, France.

Well-known for its luxury jewelry and wristwatches, Cartier gained even more publicity through the plethora of celebrities that chose to wear its accessories on the red carpet. (More about this matter in the section below.) The “Bestiary,” for instance, is best illustrated by the Panthère brooch created for Wallis Simpson in the 1940s. Cartier’s history of sales to royalty is equally impressive. Kate Middleton, the Duchess of Cambridge, has been seen wearing the Cartier Ballon Bleu watch.

One of the biggest honors for Cartier came in the form of King Edward VII of England referring to the brand as “the jeweller of kings and the king of jewellers.” Edward VII ordered 27 tiaras for his coronation in 1902, and issued a royal warrant to Cartier in 1904. The courts of Spain, Portugal, Romania, Russia, Siam, Egypt, Albania, Greece, Serbia, Belgium, Monaco, and the House of Orleans soon followed with their own warrants for the luxury brand.

Cartier & Kylie Jenner

For the past few years, the Cartier LOVE bracelet saw a major resurgence. Unsurprisingly, it was a celebrity that brought it and the brand back in media’s eye. In 2013, the Huffington Post pointed out that 16-year-old Kylie Jenner was sporting roughly $40,000 worth of the iconic bracelets on her wrist. In 2014, MTV referred to her LOVE collection as the “price of a college education on her arm.”

Given the fact that Kylie Jenner is no longer just a supporting character in the world of the Kardashians, high-end consumers are more interested than ever in what she wears. However, now that she skyrocketed to become her own full-fledged star, Kylie’s style seems to have calmed down a bit. According to recent photos, she no longer wears the bracelets by the bundle every day.

The bracelets donned the wrists of other celebrities; Cartier checked off a star-studded list with names, starting from the iconic Elizabeth Taylor to the ever-popular Naomi Watts. But, as expected with anything with the signature “Cartier” on it, the bracelets are indeed pricey. The cheapest ones (pink or yellow gold) sell for $1,630. They have a simple clasp which allows the wearer to easily take them off with no help.

However, the truly iconic bracelet features two halves and requires a mini screwdriver to unclasp. The golden screwdriver is included in the package, since it is difficult to remove the bracelet without the help of another person (and the screwdriver). On the lower end of this collection are the pink or yellow gold bracelets and they run a steep $4,500 price tag. The yellow-gold bracelet with just one diamond will set you back $5,300. If you want more diamonds on your accessory, the bracelet gets increasingly expensive. For instant, the price of a pink-gold bracelet with pink diamonds starts at a whopping $40,400.

Cartier Back in the Spotlight

The fact that more and more celebrities have taken a fancy to the Cartier LOVE bracelet spells only good news for the brand. According to a study conducted by Goldman Sachs and Teen Vogue, Cartier was the No. 19 brand for cool “It Girls” age 13 to 29. At the same time, The RealReal said Cartier was also one of the top five resold brands on their site in 2015. Business Insider reported that The RealReal website sells between 10 and 20 bracelets a month, and they sell almost as soon as they’re posted.

In the six months ending in September 2015, sales for Richemont, Cartier’s parent company, were up 15 percent, and jewelry sales were up 18 percent. However, the analysts were underwhelmed with the results and The Wall Street Journal expressed concern about the state of the luxury category.

“Richemont’s results confirm a difficult demand environment for luxury goods, and a likely low key end to a soft 2015 for the industry,” said Exane BNP Paribas analyst Luca Solca in November 2015.

However, jewelry has remained Cartier’s strong point. On a more recent earnings call, Richemont’s head of investor relations, Sophie Cagnard, sought to expel any concerns by stating that Cartier continues to record very strong jewelry sales. The “Etourdissant” high jewelry collection is the company’s big earner, generating substantial sales within months of its launch. When a second high jewelry event took place to display the rest of its collection, the results were equally promising. Jewelry sales at Cartier enjoy strong momentum thanks to the Amulette, Juste en Clou, LOVE and Panthere collection.

“Jewelry is growing regionally everywhere, at all price points,” said Chief Financial Officer Gary Saage. “Jewelry is probably more dynamic than watches. […] And as we’ve said in the past, the jewelry business is an event business. Men like to give jewelry and women like to receive it. So we’re in a good place with that.”


If you’re interested in checking out the specs and the prices of some of the best Cartier LOVE bracelets, we encourage you to scroll through our list below. For your convenience, we have added links to the Cartier online shop. What’s stopping you from celebrating spring with one of these beauties?

Cartier Love Bracelet Yellow Gold with Diamonds

They say diamonds are a woman’s best friend, and what better way to show your love than gifting this luxurious Cartier LOVE bracelet? The ideal oval shape, the unusual screw motifs, and the undeniable elegance establish the piece as a classy tribute to passionate romance. Weighing 18K of yellow gold, the elegant accessory is set with 4 brilliant-cut diamonds totaling 0.42 carat. As if the original not-studded LOVE bracelet was not enough, the diamonds add a special luxe feel to this fancy item. The screwdriver that helps you take the bracelet off is included in the price.

Cartier Love Bracelet Pink Gold

Whether you’re the lucky recipient or the amorous giver, a Cartier LOVE bracelet simply says “I love you forever.” No matter which one you choose from the collection, the Cartier bracelets set the standard for all things romantic. However, the Cartier 18 karats pink-gold and diamond bracelet takes things to a whole new level. Studded with ten diamonds, the two-piece bracelet clasps firmly around the wrist, ensuring you of the undying affection of your partner. The small screwdriver is included in the price.

Cartier Love Bracelet Pink Gold with Ten Gemstones

The LOVE collection remains an iconic symbol of love that surpasses time and convention. This finely crafted in 18k rose gold piece takes the hat for the ultimate LOVE bracelet. In addition to the much praised rose gold, the accessory is bezel-set with a colorful array of faceted round gemstones – 2 green and 2 orange garnets, 2 yellow and 2 pink sapphires, and 2 amethysts. As with any other bracelet in the collection, this item is also completed with the original Cartier screwdriver.

Image Credits: 1, 2, 3

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