New Photography Styles Change Wedding Industry

Today's Couples Incorporate Personalized Touches, Lasting Memories

CLEVELAND, June 30 /PRNewswire/ -- Long gone are the days when wedding albums
were filled with posed portraits of the bridal party standing on the church
steps and families smiling in front of a simple backdrop. Unusual photography
locations, photojournalistic styles, and dramatic lighting dominate wedding
photos today as couples strive to record every aspect of the big day in their
own unique style. This trend towards more customization has been embraced by
many companies, including PhotoWorks.com, from the online photo sharing
division of American Greetings Corp (NYSE: AM), which incorporates personal
photography into one-of-a-kind gifts for all occasions.

Trend experts with the online photo sharing site note that even pre-wedding
photography occasions have been updated to allow for more artistic
documentation of this special time in couples' lives. This can be seen in the
trend toward engagement photo sessions where the couple originally met as well
as save-the-date photos taken in playful poses and locations. "Trash the
dress" sessions were also created, a post-wedding photo shoot where the bride
and groom dress in their gown and tux again for photos in places they wouldn't
normally venture into on their wedding day, such as fields, urban settings,
and really adventurous couples can even be seen jumping into oceans, rivers,
and fountains.

As wedding photography has evolved, so have the options for incorporating
these images, as well as personal photos of the couple into distinct wedding
gifts that capture the essence of their courtship. To meet the needs of
photo-loving brides and grooms, PhotoWorks has created a fresh assortment of
personalized photo gifts and accessories, utilizing artistic patterns and
layouts to create wedding gift options that are both thoughtful and memorable.

"As photography becomes an increasingly important element of the wedding, so
does the level of customization that both couples and wedding guests strive to
incorporate into the occasion," said Sally Babcock, senior vice president and
general manager of PhotoWorks. "Taking the time to recognize and celebrate
what makes their relationship so special with a one-of-a-kind gift is the key
to creating a touching memento they will cherish forever."

Photo gifts worth a thousand words

Personalized photo books are a popular way to record the journey that the
bride and groom have taken together in an artistic manner. With multiple
layout options, it's easy to create a custom story of the couple's lives that
they will share, display, and treasure. A variety of cover options and
creative templates are available to suit each couple's unique style, including
rich damask prints, as well as other romantic patterns and photo layouts.

Other photo gifts make fun, easy additions to items selected from the bridal
registry, such as personalized photo magnets, mugs, mouse pads, even throw
blankets. Photo luggage tags can be used as a unique gift tag and then
immediately used by the couple on their honeymoon voyage.

Consumers can create customized photo gifts for any couple at
www.PhotoWorks.com. The perfect card to match that thoughtful gift for
weddings, showers, and bachelorette parties can be found at leading specialty,
mass, grocery and drug store channels nationwide. Visit
www.corporate.americangreetings.com for more information and store locations.
You can also follow us on Twitter at, www.twitter.com/amgreetings.

About American Greetings Corporation

For more than 100 years, American Greetings Corporation (NYSE: AM) has been a
manufacturer and retailer of innovative social expression products that assist
consumers in enhancing their relationships. The Company's major greeting card
brands are American Greetings, Carlton Cards, Gibson, Recycled Paper Greetings
and Papyrus, and other paper product offerings include DesignWare party goods,
American Greetings and Plus Mark gift-wrap and boxed cards and DateWorks
calendars. American Greetings also has the largest collection of electronic
greetings on the Web, including cards available at AmericanGreetings.com
through AG Interactive, Inc. (the Company's online division). AG Interactive
also offers digital photo sharing and personal publishing at PhotoWorks.com
and Webshots.com and a one-stop source for online graphics and animations at
Kiwee.com. In addition to its product lines, American Greetings also creates
and licenses popular character brands through the American Greetings
Properties group. Headquartered in Cleveland, Ohio, American Greetings
generates annual revenue of approximately $1.7 billion, and its products can
be found in retail outlets domestically and worldwide. For more information on
the Company, visit http://corporate.americangreetings.com.

SOURCE American Greetings Corporation

Frank Cirillo of American Greetings Corporation, +1-216-252-7300 x4806,
frank.cirillo@amgreetings.com