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Della & James aims to make the $17 billion a year wedding gift-giving process a blissful one by linking its Web site (www.dellajames.com) to a number of bridal registries, from traditional department stores to sporting goods outfitters. The new service, named after the lovers in the O. Henry's short story "The Gift of the Magi," broke a print campaign via Grant, Scott & Hurley, San Francisco. The online registry also offers personalized home pages for couples to post information on their weddings, such as maps to the church.
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