LOVE, INTERACTIVELY: Luxe jeweler Tiffany & Co. is letting shutterbugs put in their two cents when it comes to love. For the first time, the retailer will make use of user-generated content for its new photo gallery called “True Love in Pictures,” which is set to launch Wednesday. The gallery will be housed on, the retailer’s microsite dedicated to the art of romance and love. The page may also be accessed via iTunes and iPhone apps.

The Sartorialist’s Scott Schuman and his girlfriend, fellow fashion photo blogger Garance Doré, will curate the first installment of the gallery with photos inspired by love and their own relationship.

This story first appeared in the January 12, 2012 issue of WWD. Subscribe Today.

During the week of Jan. 23, users will be able to contribute to the site with their own photos. Three filters, black and white, peach and Tiffany Blue, will be available to spruce up contributor photos. The filters, which are available on the Web site and via the page’s iPhone app, will also provide the ability to add captions and other special effects.

For users of the Instagram iPhone app, the portraits and captions may be submitted via Instagram if the captions include “#truelovepictures.” Additionally, users can visit Tiffany’s Fifth Avenue store in New York, its Old Bond Street shop in London and its Ginza boutique in Tokyo, where photo booths are available to take portraits and upload them to the Web site. The booths will also print 4-by-6 images.

The Valentine’s Day-inspired photo gallery will be updated several times a day and is slated to live well past Feb. 14.

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