Just in time for Valentine’s Day, Lover.ly, a startup focused on brides to be, is launching a social channel where couples can digitally organize their wedding keepsakes—chiefly photos—while inspiring the nuptials of others. Called Real Weddings, it will sport 4,800 so-called “wedding blueprint” guides for those about to get hitched. The two-year-old, New York-based company—following the idea that attractive pictures sell clothes online—has forged relationships with Nordstrom, Macy’s, J. Crew, Dessy and some 2,500 other retail chains, providing them an e-commerce feed. The company, which combines Google search with Pinterest-like social elements such as shareable product images, doesn’t exactly reinvent the wheel. Like other shopping aggregators, retail partners supply Lover.ly with their product images while bidding on keywords such as “gowns” or “perfume.” Lover.ly said last year it brought 325 million product views. Its mobile app has been downloaded 90,000 times to date, while its email campaigns average a healthy 47 percent clickthrough rate.