What prevents us from saying "I love you" more often to our nearest and dearest? Do you have to be a romantic person to do that? Or maybe we just don't think about how important it is to express our love to our loved ones? We love our nearest and dearest not "because they are..." or "if they are..." but simply because they are. We remind them of our love in order to strengthen our emotional bond. We use this phrase as an endearment, as a way of expressing gratitude. And it is not at all about the common way with which we sometimes end a phone conversation, which does not have that magical effect. Unlike the heart-shaped coin My Love, which is sure to be appreciated by the person dear to you, after receiving it as a gift from you. It's so nice to know that you are loved!