Bridal brand Tacori aims to drive traffic to its website and interest in the brand through a new contest asking couples who met “by chance” to share their stories online.

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Los Angeles--In honor of Valentine’s Day, Tacori has launched a contest on its website calling for the best stories from couples who met by happenstance. The winner will receive up to $5,000 worth of Tacori jewelry of their choosing. 

The “By Chance” Valentine’s Day campaign launched Wednesday on Tacori.com. To enter, couples must share a photo of themselves and tell the story of how they found love “by chance” in 10 words or less.

Tacori said the contest was inspired by Par Chance, the short film created by the brand and shot by director Steven Antin, who also did Burlesque. The film explores the idea that true love can blossom from one random encounter.

Once a couple’s photo is uploaded to the page, they can promote their entry via social media to achieve the most likes, which show up as hearts, on Tacori.com for their submitted photo.

The contestant with the most hearts when the contest closes will win the $5,000 jewelry prize.

While the contest will be hosted on Tacori’s website, the brand said it will promote By Chance on social media sites Facebook, Twitter, Pinterest and Instagram using the hashtag #ByChance.