Standard gifts given on Valentine's Day (perfume, clothing, etc.) are no longer sufficient to convey the emotion. The act of "buying" has become too easy and commonplace a way to show the magnitude of love.

Consumers want to show their loved ones that they value them, that they've dedicated time and care, rather than just giving them an object. The phrase "I did this for you" is far more valuable than "I bought this for you."

When Valentine's Day is mentioned, shopping mall window displays and pre-packaged gifts immediately come to mind. Koçtaş (a Turkish home improvement store) is usually the last place that comes to mind. However, what sustains relationships isn't expensive gifts, but the effort and dedication invested in the relationship. Just like beautifying a home, love is beautified by effort.

Our focus isn't on the "wood" or "pipe" itself; it's on how these materials are "transformed with love." In contrast to the ready-made, coldness of classic gifts, we offer the "warmth and sincerity" of gifts prepared with Koçtaş, and we explain how, with the added effort, they transform into priceless "works of love."