Leading jewellery retailer Tiffany & Co. has launched a unique marketing initiative with a new website- ‘whatmakeslovetrue.com’ and iPhone application which speak of the brand’s recognition as the jewelry fro wedding occasions. The website documents the romantic story of real-life couples through film and photographs, a host of tips for couples. The retailer has also incorporated a feature of Manhattan city in its website, as the "ultimate city for falling ecstatically in love."

The website incorporates a short film ‘Will You Marry Me?,’ by filmmaker Edward Burns, with couples sharing their stories of their romantic journeys. The couples have been filmed in New York settings with jewellery, photographs or love letters that symbolised their life together.

Both applications – the website and iPhone application have a list of love songs- some classic some exclusive, romantic movies with a New York setting are part of the applications and can be purchased from iTunes.