Majors

David Yurman Sues Mejuri Over Alleged IP Theft

MajorsDec 20, 2021

David Yurman Sues Mejuri Over Alleged IP Theft

Mejuri is also accused of falsely associating itself with David Yurman through its ads, partnerships, and more.

20211220_David Yurman header image.jpg
A set of David Yurman’s new Renaissance Cable bracelets. The company recently filed a lawsuit against direct-to-consumer fine jewelry brand Mejuri accusing it of copying its designs.
New York—David Yurman filed a lawsuit Friday in federal court in New York City against direct-to-consumer fine jewelry brand Mejuri, accusing the company of copying several of its iconic designs.

The lawsuit alleges Mejuri is infringing on the company’s intellectual property rights by unlawfully copying its design, causing customer confusion, and damaging the reputation it took four decades to build.

The company was founded in the 1980s by husband-and-wife team David and Sybil Yurman, who went on to create iconic designs worn by celebrities like former First Lady Michelle Obama and Barbra Streisand.

Its most famous and recognizable motif is its twisted helix cable.

Mejuri is accused of copying products from David Yurman’s “Pure Form” and “Sculpted Cable” collections.

The “Pure Form” collection has generated more than $35 million in sales while the “Sculpted Cable” collection brought in more than $200 million, the lawsuit states.

“At David Yurman, we celebrate the creativity of our peers in the industry who design their own jewelry, and we welcome competition from new and established designers alike,” said Evan Yurman, president of David Yurman, in a press release about the lawsuit.

“But we believe that competition should be fair, and unlawful copying is not good for the industry or its consumers, nor is it fair to our hard-working employees."

David Yurman has successfully taken on counterfeiters before, and in 2019 was awarded $1.5 million after the United States District Court for the Southern District of New York ruled in the company’s favor against 31 defendants operating websites selling counterfeit jewelry.

In this lawsuit, David Yurman shared several side-by-side image comparisons to illustrate its point, as seen below.

20211220_1-David Yurman.jpg
A side-by-side comparison of David Yurman’s “Pure Form” cable bracelet and Mejuri’s “Crôissant Dome” bracelet

David Yurman spent time and money designing, manufacturing, and marketing its “Pure Form” cable bracelet, the lawsuit said, and Mejuri’s alleged look-alike is “improperly benefitting” from the hundreds of millions of dollars David Yurman has spent on advertising.


The company also took issue with Mejuri’s “often imitated, never duplicated,” slogan.

“Mejuri’s designs are no more original than its slogan. To the contrary, Mejuri imitates while others innovate,” it said.

 Related stories will be right here … 

Additionally, the lawsuit alleged that Mejuri has copied other luxury brands, including Boucheron and Lagos, which it said shows that its business model is based on copying designs from other prominent jewelers.

It states Mejuri’s “Charlotte” ring and earrings appear to be copies of Boucheron's “Quatre” ring and earrings, and Mejuri's “Caviar” ring looks to be a copy of Lagos's “Caviar” ring.

Lagos declined to comment on the lawsuit. Boucheron did not respond to a request for comment.


In addition to allegedly copying designs, Mejuri is also accused of attempting to falsely associate itself with David Yurman “through its promotional messages, advertising campaigns and artwork, and partnerships,” said the lawsuit.

For example, Mejuri partnered with Goop shortly after David Yurman’s partnership. And, when David Yurman hired a social media influencer to showcase its jewels, less than two weeks later, Mejuri hired the same influencer to appear in a similar social media campaign.

David Yurman also accused Mejuri of copying its founding message and ethos about female empowerment and women buying jewelry for themselves.

“These actions not only further mislead consumers into believing there is a connection between Yurman and Mejuri, but also misrepresent the nature and characteristics of Mejuri products by falsely suggesting that Mejuri’s products are of the same quality as Yurman’s, which they are not. These actions harm not only Yurman, but also the consumers and Yurman’s partners,” said the lawsuit.

David Yurman called Mejuri’s alleged copying “disappointing,” especially considering the company has “ample resources that could be used to make quality products with original design work.”

The company is backed by several venture capital firms, including Felix Capital and Imaginary Ventures, and has recently raised more than $20 million, said the lawsuit.

“The claims made by David Yurman are categorically false, and are fundamentally at odds with what we stand for and who we are as a brand," said  a Mejuri spokesperson in a statement to National Jeweler.

"At Mejuri, we strive for a culture that lifts up creators, prioritizes transparency and empowers people and our community to proudly invest in themselves. We look forward to demonstrating that [the] accusations are entirely without merit, and believe that there is enough space in our industry for artists and jewelry designers to co-exist and thrive together without baseless attacks on one another.”

Through the lawsuit, David Yurman said it hopes to stop Mejuri’s “illegal actions” and receive compensation for the alleged violations as well as attorney fees.

David Yurman is also requesting Mejuri melt down and recycle its remaining inventory of the products that are alleged copies and take down and destroy the aforementioned advertising and promotional materials.

The company is requesting a trial by jury.

David Yurman Enterprises LLC v. Mejuri Inc was filed in the U.S. District Court for the Southern District of New York.

Editor's Note: This story has been updated post-publication to include comments from a Mejuri spokesperson.

Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
tags:

The Latest

Ella Klein Interns Jamie Dunton and Gabriella Botelho
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein Internship

Jamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.

Retrouvai Green Sapphire and Diamond Heirloom Bezel Ring for Charity
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for Charity

In the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.

DeVries Jewelers
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the Holidays

Co-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.

me_myself_and_I_1872x1052 .jpg
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds

‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.

State Property Gardens Collection Campaign
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into Jewelry

Along with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.

Weekly QuizDec 19, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Two people in a rowboat
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat Escape

The man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.

2488-carat diamond found in Botswana
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name

The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”

ja nj btyb.jpg
Brought to you by
Advocacy and Excellence: How Jewelers of America Is Committed to Elevating Our Industry

For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.

Rough rubies
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at Source

The average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.

alexandrite ring
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’s

The nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.

Tiffany & Co. pocket watch gifted to captain of the Carpathia
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co.

More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.

Picchiotti Spotlight Campaign Video Still
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video Campaign

The videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.

Steve Feldman
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to Retire

Feldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.

Chanel Quilted Stars Necklace
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry Excellence

The luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.

Frank Circelli
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75

Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.

Blue diamond ring
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’s

The nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.

Stock image of a gavel, handcuffs, and books
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison

The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.

Cover of the new book “The History of Diamond Engagement Rings: A True Romance”
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings

“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.

Rolex store on Rodeo Drive
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo Drive

Gearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.

GCAL 8X pear and marquise-cut diamonds
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes

The diamond cut grade is now available for marquise- and pear-shaped diamonds.

Claudia Cividino, Sissy’s Log Cabin, Shri Govind Dholakia, Tanishq
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award Recipients

DDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.

Selena Gomez, Benny Blanco, Engagement Ring
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement Ring

Estimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.

Martin Katz tanzanite drop earrings
TrendsDec 13, 2024
Piece of the Week: Martin Katz’s Tanzanite Drops

These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.

My Next Question webinar graphic
Recorded WebinarsDec 13, 2024
Watch: The Highs and Lows of 2024

The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.

Tom Brady’s Rolex Daytona Paul Newman “John Player Special”
AuctionsDec 12, 2024
Tom Brady’s Watches Top $4M at Sotheby’s Auction

The highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”

Grizzly emerald mining
SourcingDec 12, 2024
Grizzly Emerald Auction Garners $22.4M

Recent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.

Models wearing jewelry by 2024 Shining Light Award winners
SourcingDec 12, 2024
De Beers Announces 2024 ‘Shining Light’ Award Winners

The competition awarded 12 designers, each from a country where De Beers recovers diamonds, with business support and tuition assistance.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy