Yes it is a cuff..all you have 2 do is build up the first few rows normal cuff style.. Then once you reach the first part of the heart go backwords...till you get to the other side of the heart and keep going back and forth...build up one side then the next, then cap it off with a norther few normal kuff rows it may require extra stringing through previous beads..Hard to explain it seems haha mayb an instruction video is needed.. But once you can do one shape you can explore more...square is prob the easiest since its even on all sides..

This looks amazing :3 ^.^