One-hundred-sixty-four-year-old bridal jewelry maker ArtCarved, a division of Frederick Goldman, is debuting an integrated marketing campaign for fall 2014 called Live for the Moments. Featuring real couples, emotions, and special moments—such as a proposal or a favorite song—that speak to millennials, the media plan was created after extensive market research on the demographic. Components—which will be unveiled at JCK Las Vegas in the Plumb Club, PC-800—include consumer print ads in fall 2014 issues of The Knot and Brides magazines, digital advertising and ring galleries featured on TheKnot.com and Brides.com, videos on social media, an updated ArtCarved website, and new in-case displays for retailers. The consumer-focused effort taking place from Sept. 1 to Oct. 31 aims to drive shoppers into stores to try on ArtCarved rings for a chance to win jewelry valued at $5,000.

“Through the Live for the Moments campaign, ArtCarved captures the hearts of a whole new generation of consumers by celebrating the way they live and love from the big moments to the small moments—and all the moments in between,” CEO Jonathan Goldman told the media this week.

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