Learning to love myself

I never thought I had to do any work in this area (I’m confident, I am self aware, I know and I am proud of my accomplishments). But recently I have realized that I am massively uncomfortable receiving love from others, getting gifts or special acts of kindness from friends and family (even if it’s for my birthday- ie socially acceptable occasions). I am not sure what drives this. I’d love your help pointing me in the right direction. Thanks