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Luxury Summer School

Luxury Summer School — It Must Be Loved

LOVED Club Exclusive

Welcome to Luxury Summer School

School's in session.

It Must Be Loved  •  LOVED Club Exclusive
Luxury
Summer School

A summer-long education in vintage luxury for the LOVED Club.

Join the LOVED Club — It's Free
It Must Be Loved — vintage luxury
What is Luxury Summer School?

Over the years, you've asked me the same questions.

How did you get started?  •  Why vintage?  •  What makes a vintage piece feel so special?  •  What have you learned after thousands of bags?

Luxury Summer School is my answer.

Throughout the summer, I'll be sharing the stories, lessons, history, and moments that have shaped my journey in vintage luxury and why I believe the best pieces are the ones that mean something.

The philosophy

Vintage luxury is not about collecting things. It is about the stories behind the things we keep, the craftsmanship that allows them to last, and the meaning they carry long after trends have passed.

Because vintage isn't just about what we carry.

It's about what we keep.

The Heart of Vintage Luxury

Vintage luxury is not about collecting things. It is about collecting stories.

Stories

Because every piece has one.

Craftsmanship

Built to be loved for decades.

History

The people, eras, and inspiration behind iconic designs.

Character

The beauty of a life well lived. The patina, wear, and imperfections that make a piece uniquely its own.

Why We Keep
Certain Things

What makes a piece become a forever piece.

"Not every bag becomes meaningful. This semester explores why some do."

Erin Cunningham, founder of It Must Be Loved
"When you buy vintage, you are not buying someone's old bag. You are buying the last twenty, thirty, or forty years of someone carrying something they loved."

Four lessons. All summer.

Delivered bi-weekly to your inbox. Exclusively for LOVED Club members.

01

Why vintage luxury feels different

Story, craft, and the feeling that is impossible to explain. Why pre-loved pieces carry something new ones simply cannot.

02

What 1,000+ bags have taught me

Why people rarely buy a bag because they need one. The milestone purchases, the confidence pieces, and what they really mean.

03

The story behind the bag

A history lesson on the designs that outlived the decades. Why some bags remain relevant for a century, and what makes a design truly timeless.

04

Why we keep certain things

Sentimental value, memory, and forever pieces. Why the most valuable things in our collections are not always the most expensive ones.

The questions I get asked most often

For years, I have been asked the same questions. How did you get started? Why vintage? What have you learned after handling so many bags? Why does vintage feel so special?

Luxury Summer School is my chance to finally answer them properly. Six years in the vintage luxury world has taught me more than I ever expected, and I cannot wait to share it with you.

— Erin

It Must Be Loved — vintage luxury handbags

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LOVED Club.

Receive every lesson directly in your inbox.


No fees. No pressure. Just a summer of stories, craft, and the kind of education you did not know you were looking for.

Join the LOVED Club

Already a member? Your first lesson arrives this June.

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