Translated from French, dear: "Is hard to love" (7)

I believe the answer is:

cherish

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'to love' is the definition.
(cherish can mean to love or treasure)

I cannot understand how the rest of the clue works.

Can you help me to learn more?

(Other definitions for cherish that I've seen before include "Hold dear, keep in one's heart" , "Foster" , "Love" , "Nurture (a hope)" , "Protect and care for lovingly" .)

I've seen this clue in the Evening Standard.

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