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New York--Gabriel & Co. has announced its first Facebook promotion, which will give fans an opportunity to win merchandise from the brand.

The jewelry brand is asking its Facebook fans to upload a picture of a “Cutest Couple” on the Gabriel & Co. Facebook page and tell friends to vote for their image. The image with the most votes will win first place, awarding the submitter a $500 gift certificate to Gabriel & Co. Second place wins a $300 gift certificate, and third place wins a $200 gift certificate.

Gabriel & Co. is also suggesting that retailers who carry the brand share the contest with their own Facebook fans. To participate, jewelers can log onto Facebook, using the site under their store’s name, visit the Gabriel & Co. Facebook page, find the “Cutest Couple” Facebook post and click “Share Photo.” Jewelers will have the option of writing additional information into the caption.

The contest will run until Feb. 12, and winners will be announced Feb. 14, Valentine’s Day.

The promotion is “the first of many,” the company said, and is aimed at raising awareness about the brand, growing its Facebook fan base, and aiding jewelers who carry Gabriel & Co. by having contest winners visit retail stores to pick up their prizes.