This is very nice idea and great use of blogs by jeweller Tiffany & Co. It has joined forces with fashion blogger couple Scott Schuman ( The Sartorialist) and Garance Doré  & Garance Doré to create a new campaign that uses Instagram to create a gallery documenting real couples in love in Paris and New York.

Called True Love In Pictures the pretty Instagram gallery already has a ton of pictures and is a really nice extension to the luxury jewellers’ WhatMakesLoveTrue.com campaign, that also includes an iPhone app that highlight user-generated stories and romantic settings.

During this week users can upload their own moments of romance — taken using the Tiffany & Co. downloadable Instagram filter.

Also very interesting to see another brand make great use of Instagram in a campaign and is more confirmation that it will be a really good year for the social photo sharing service.

This year we’ve already seen Barack Obama add Instagram to social media arsenal and last year there was Bmibaby using it and rewarding users with a free flight all adding to the 10m reasons why the photo-sharing is the new big thing in micro-blogging.

This piece by Dirk Singer is also well worth a read: Popping, #sneakycommutershots and IG-ers – a look at Instagram’s sub-culture