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

Stafford’s Diamonds closing ad
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 Years

The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.

Alan Zimmer
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter Award

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

Sorellina’s Aries Zodiac Pendant
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac Pendant

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the Future

Supplier Spotlight Sponsored by GIA

Woman wearing Brilliant Earth jewelry
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

Weekly QuizMar 14, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Chopard Insofu emerald collection
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Jewelers of America’s new natural and lab-grown diamond brochure
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

A rough diamond and a polished diamond
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

New Gem & Jewellery Export Promotion Council Chairman Kirit Bhansali
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit Bhansali

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Diamonds Do Good honoree Govind Dholakia at medical camp
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

Marla Aaron Liberty London Shop-in-Shop
IndependentsMar 12, 2025
Marla Aaron Migrates to London

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

Medieval sapphire bishop ring
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for Sale

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

JA New York sign
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo Lineups

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Jewelers Vigilance Committee annual luncheon 2025 logo
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC Luncheon

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

Jaythan Lawrence Gilder and body scan
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 11, 2025
Creative Connecting: How to Pose on the Red Carpet

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Marco Bicego 25 Years Campaign Isabeli Fontana
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, Campaign

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Hill & Co The List
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer Database

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

Amy-Elise Signeavsky GIA
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual Luncheon

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Picture of Terry Chandler, president and CEO of the Diamond Council of America
MajorsMar 10, 2025
Terry Chandler to Retire After 24 Years as Head of DCA

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

MaeVona King of the Mountains Torc
CollectionsMar 10, 2025
MaeVona Co-Founder Debuts 3D-Printed ‘Tùsaire’ Collection

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

The Jewelry Symposium 2025 Scholarship Winners
Events & AwardsMar 10, 2025
The Jewelry Symposium Announces 2025 Scholarship Winners

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

Gem Awards New York City
Events & AwardsMar 10, 2025
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

Jane Fonda, America Ferrera, Mariska Hargitay, Laura Harrier, Mattia Furlani, Gianvito Martino, Sabina Belli in Pomellato International Women’s Day campaign
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD Campaign

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.

Yeprem Golden Strada Statement Necklace
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ Necklace

The statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.

×

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