Get to know
the founder.
Six years in vintage luxury. Thousands of bags. One genuine love for the craft, the stories, and the community that surrounds it.
Join the LOVED ClubIt started with a love for things that carry a story.
It Must Be Loved is your destination for rare vintage and preloved luxury, specialising in vintage Louis Vuitton alongside timeless classics from Gucci, YSL, Celine, and more. Every piece is authenticated, honestly described, and chosen because something made me stop.
I started in the preloved market sourcing high-end apparel and luxury footwear while navigating early motherhood. Over the last several years, I narrowed my focus entirely to luxury handbags, because this is where my true passion lies. Bags carry stories in a way almost nothing else does, and I have never stopped being fascinated by that.
It Must Be Loved is solely owned and operated by me. Every bag is sourced with intention, authenticated through a third-party service, and described with the honesty I would want if I were the one buying. This business is not just a livelihood. It is a genuine love.
After thousands of bags and hundreds of customers, the lesson I keep returning to is the same: it is never really about the bag. It is about what the bag represents.
Our collections are sourced globally, including directly from Japan, which is the world's largest market for authentic preloved luxury. All prices are in Canadian dollars and include shipping and taxes. Every piece comes with a certificate of authenticity.
I also created Luxury Summer School, a free bi-weekly educational series for LOVED Club members, because I believe that understanding vintage luxury makes the experience of owning it so much richer.
— Erin
Founder, It Must Be Loved
The standard has never changed.
Every bag that comes through It Must Be Loved is held to the same standard: would I carry this myself? If the answer is not an immediate yes, it does not make it into the shop. That has been the rule from day one, and it always will be.
What you can always expect
from It Must Be Loved
Every time, without exception.
100% Authenticity Guarantee
Every bag is authenticated through a third-party service. We only sell pieces we would proudly carry ourselves.
Honestly Described
We do our best to accurately describe and photograph every item. If something does not match expectations, reach out and we will make it right.
Investment Quality
Many of our pieces are investment-grade and will hold their value for years to come. Every selection is made with longevity in mind.
Top-Notch Support
All sales are final by nature of the business, but customer service matters deeply to us. Contact us any time at erin@itmustbeloved.com
Six years of sourcing.
One standard of quality.
Every piece at It Must Be Loved is chosen because something made me stop. After thousands of bags, that instinct has only sharpened. Here is what that looks like in practice.
More than early access.
It is a community.
First dibs on every drop, plus Luxury Summer School.
LOVED Club members receive their private shopping password 24 hours before every drop goes public. They also receive Luxury Summer School, a free bi-weekly educational series exploring the stories, craftsmanship, and history behind vintage luxury.