The World Gold Council today launched its bridal campaign, “Gold Makes it a Marriage,” at this week’s annual Jewelers’ Circular Keystone (JCK) show in Las Vegas. Lending her iconic bridal style and sophistication to the campaign, is legendary couture bridal designer, Amsale Aberra, who serves as the campaign spokesperson. The campaign highlights the role of the gold marriage ring as a symbol of the deep and lasting commitment two people make to each other on their wedding day – whether they choose yellow, white or rose gold.
“For centuries, gold rings have been synonymous with marriage. We believe ‘Gold Makes it a Marriage’ is a ground-breaking campaign that will reinforce gold’s role as the original and authentic metal of love,” said David Lamb, Managing Director, Jewelry, World Gold Council. “We need to remind couples that the wedding day may be special with all its intricately planned details, but it is still just one day. Long after the cake has been eaten, the ‘I do’s’ are said and done and the details begin to fade from your memory, it is the gold marriage rings that will remain with you as the ultimate symbol of love.”
Reaching consumers where they play, read and engage online, the World Gold Council campaign uses a holistic, multi-channel approach. Through targeted print and online advertisements, as well as social media, the “Gold Makes it a Marriage” messaging is delivered with sophisticated wit and engaging imagery. Online, via Facebook, couples can explore a virtual marriage ring gallery with the latest designs, as well as an innovative “Makes it a Match” application, which analyzes a couple’s individual Facebook profiles, posts and interests to identify what they have in common.
Symbolic of a lasting and meaningful commitment, gold marriage rings are in high demand in the bridal category, with almost 78 percent of brides in the US choosing gold, according to a survey conducted this year by The Knot Market Intelligence. In fact, gold marriage rings have played a part in love stories for centuries. During World War II, there was a dramatic increase in the number of US soldiers wearing gold marriage rings to remind them of their wives and families at home.
Spokesperson for the campaign, and renowned couture bridal designer, Amsale Aberra, agrees that “similar to the wedding dress, gold marriage rings can reflect each bride’s individual style – whether it’s through the color of the metal, a personal engraving or a special finish or texture. I’m truly fascinated by the history of gold. It represents beauty, tradition and strength…perfect for the start of a marriage!”
Its famously malleable nature is one of the reasons why gold has been the preferred metal for craftsmen for centuries. Nothing is more romantic than a gold marriage ring that has been personalized with a message of love engraved inside for eternity - it is timeless, yet contemporary.
For more information on how “Gold Makes it a Marriage” and the World Gold Council, log on to www.facebook.com/gold or www.gold.org/jewellery/markets/usa/bridal_campaign/.
For further information please contact:
David Schraeder
World Gold Council
T +1 212 317 3816
E [email protected]
Alison Carter
MSL Group
T +1 212 468 3547
E [email protected]
