THERETAIL JEWELER | 67 Artcarved New Campaign & Website Frederick Goldman, Inc., one of the largest jewelry manufacturers and marketers in North America, launched a new consumer website for ArtCarved Bridal along with a new brand campaign. The new ArtCarved Bridal website (www.artcarvedbridal.com) features a fresh, modern look with fun and playful design details that move this legacy brand into the future. The site is mobile optimized, offers a robust jeweler locator page, more ways for consumers to navigate, and allows the consumer to customize the engagement ring of theirchoicewithdifferent center shapes and metal colors while providing corresponding images. The site will provide insights into consumer preferences and shopping behaviors which will enable the brand to produce on-trend product for ArtCarved Bridal’s target audience. The website also acts as the launching pad for the new ArtCarved Bridal advertising campaign “Undeniably The One.” The campaign was developed to create a distinctive brand narrative for ArtCarved that both retailers and end consumers will love. Using lifestyle photography infused with wit and personality, this concept embraces the emotion and delight of a couple’s distinct love story. The playful nature of the imagery stands out, speaking directly to the audience, sharing in the joy and excitement of the moment. As part of the new campaign, a new tagline is being introduced, “Made with Happiness, Passion, and Love. Since 1850.” As part of the brand evolution, ArtCarved Bridal also launched