It Must Be Loved · Our Story
A life carried.
A story continued.
The Canadian home of authenticated, preloved vintage luxury, chosen one piece at a time by founder Erin Cunningham.
Shop the collectionIt is never really about the bag.
It is about what the bag represents, a life carried, a story continued, a piece chosen because something made us stop.
It started with a love for things that carry a story.
I began in the preloved market while navigating the early years of motherhood, first sourcing high-end clothing and luxury footwear. Over time, I found myself drawn most strongly to handbags.
The craftsmanship mattered, but so did the history. A beautiful vintage bag had already lived a life before it reached me. Every softened handle, warm patina and carefully made detail gave it character that could not be recreated.
That love became It Must Be Loved, a Canadian destination for rare vintage and preloved luxury. I specialize in vintage Louis Vuitton and also source timeless pieces from Gucci, YSL, Celine and other established houses.
I personally choose every bag because something about it makes me stop. If it is not something I would proudly carry myself, it does not make the shop. The bar is personal, and it stays that way.
It Must Be Loved is solely owned and operated by me. Every photograph, description, email and customer conversation comes from the same place: a genuine respect for the piece and for the person who will carry it next.
Erin
Quietly curated.
Honestly described.
Trust is the most important thing we sell. We photograph the marks, describe the wear and say what we know. Each piece comes with a certificate of authenticity, so you can choose with clear information and confidence.
The four things
we always are.
This brand is more than a look. It is a set of promises that guides every piece I source and every customer I serve.
Quietly
curated.
No fillers. No compromises. Every piece is selected because it deserves a place in the shop.
Honestly
described.
Every mark matters. Detailed photos and clear descriptions show you the piece as it truly is.
Genuinely
Canadian.
Based in Peterborough, priced in Canadian dollars, with Canadian shipping and taxes included.
Personally
held.
One founder. One inbox. One community. You always know who stands behind your purchase.
More than early access.
It is a community.
First dibs on every drop, plus a closer look at the stories behind vintage luxury.
LOVED Club members receive their private shopping password before every drop, along with member-only extras, live shopping and first access to Luxury Summer School.