The reason "loved ones" is normally plural is because the people in question are unknown in form or quantity. "Loved ones" is a generic way of referring to any and all people of significant importance to an individual or group.
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"Ones" is the plural of "one". Example: Are those the ones you are looking for? "Ones" is also the possessive form of "one" when "one" is used as a pronoun. There is no apostrophe, similar to "his". Example: One should mind ones own business. "One's" is a contraction of "one" and "is", or "one" and "has". Examples: One's less than two. One's been less then two forever. If one is used as a ...
What is the proper way to use "ones" or "one's" this word in sentence?
Some people say a dog=one, dogs=ones, the dog=the one=that, and the dogs=the ones=those. It's a rule of thumb, but what I found was that this is not always correct.
Ones in this case is a plural, not a possessive, so an apostrophe is inappropriate. Whether you need the plural or not is mostly a matter of preference/interpretation: is the company the one to call (singular), or do you call the people at the company (plural)?