Yorkshire jewellery brand, Alexandra Elizabeth, is inviting people to reflect on and share an aspect of human experience that is more often felt than clearly defined: love.

“To be loved is…” is a new social media campaign that celebrates love in all its forms.

Rather than prescribing what love should be, the campaign asks a single, open question and hands the answering of it back to the general public.

Participants are invited to share a short Instagram reel finishing the sentence “To be loved is…” tagging in @alexandraelizabeth_jewellery. These personal reflections, whether spoken, written, playful or profound, will be shared across the brand’s Instagram throughout February, creating what the Alexandra Elizabeth team are describing as “a living library of love.”

The campaign reflects Alexandra Elizabeth’s belief that jewellery is at its most meaningful when it is rooted in emotion, memory and human connection. “It’s not just about milestones,” says the brand’s CEO, Alex Kent. “It’s about the meaningful moments that make up the stories of our lives.” By gathering hundreds of individual definitions of love, the brand aims to capture something collective and deeply personal at the same time.

Later this year, these shared reflections will form the creative foundation for a new jewellery collection, named “To be Loved.” Drawing directly from the language, sentiments and stories contributed by the public, the collection will translate these feelings and words into form, as a tangible expression of what love means to people today.

Alexandra Elizabeth’s CEO, Alex Kent, said: “Love is both a universal and intensely personal experience. It doesn’t belong to one moment or one definition or one relationship. This campaign is about listening to how people experience love in their own lives and letting those voices shape what we create. It’s an exciting prospect and I’m fascinated by the thoughts we’ve heard so far. I can’t wait to hear more!”

“To be loved is…” runs throughout Valentine’s season, with selected submissions shared daily on Instagram. The resulting collection of jewellery, To be Loved, will be released later in the year.