diff --git a/src/kv/value.rs b/src/kv/value.rs
index 352f965ea..f4eefbb09 100644
--- a/src/kv/value.rs
+++ b/src/kv/value.rs
@@ -635,7 +635,7 @@ mod std_support {
 
     impl<'v> Value<'v> {
         /// Try convert this value into a string.
-        pub fn to_str(&self) -> Option<Cow<str>> {
+        pub fn to_str(&self) -> Option<Cow<'v, str>> {
             self.inner.to_str()
         }
     }