Majors

Mejuri Files Countersuit Against David Yurman

MajorsMar 09, 2022

Mejuri Files Countersuit Against David Yurman

The jewelry retailer said David Yurman’s lawsuit is merely a way to bully its competition.

20211129_DavidYurman-2.jpg
Mejuri recently filed a countersuit against David Yurman, claiming the company’s infringement lawsuit is “an anti-competitive attack” on a smaller but emerging challenger.
New York—Mejuri filed a countersuit against David Yurman late last week, claiming the company’s infringement lawsuit is just a way to bully its competition.

David Yurman filed suit against Mejuri in a New York federal court in December, accusing the company of copying several of its iconic designs from the “Pure Form” and “Sculpted Cable” collections.

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

In a statement issued when the lawsuit was filed, Mejuri denied those allegations.

In its countersuit, the company said, “Yurman’s complaint is not a legitimate attempt to protect its intellectual property but is instead an effort to bully and stifle an emerging competitor by claiming a monopoly on classic jewelry designs that have been used for centuries—designs that are ubiquitous in the jewelry industry today.”

To further support its claims, Mejuri detailed its design process, sharing its inspiration, sketches, and other steps, noting the differences between the twist designs in its “Crôissant Dome” collection and David Yurman’s “Pure Form” collection.


Mejuri claims in its suit that the inspiration for “Crôissant Dome” was the classic French pastry, not David Yurman’s design.

Mejuri also argues that twist designs, like the twists of David Yurman’s cable bracelets, have been seen in jewelry since Ancient Rome, and therefore the design is not distinctive to David Yurman.

20220309_3-Mejuri.jpg
Mejuri showed examples of ancient jewelry with twist designs as part of its countersuit.

“Given the commonplace nature of the twist motif, Yurman cannot legitimately claim the ‘Pure Form’ cable bracelet design as unique to Yurman, much less as protectable trade dress exclusive to Yurman. Nor can Yurman legitimately claim that consumers associate the appearance of the ‘Pure Form’ cable bracelet with Yurman, as opposed to any other company offering a similar design,” said Mejuri.

Mejuri’s countersuit includes several images of jewelry with twist designs from major brands like Tiffany & Co. and Cartier to independents like Ben Bridge and Ross-Simons. 

Though twists are common in jewelry, David Yurman holds federal trademark registrations for its specific cable bracelet design, which Mejuri recognizes in its lawsuit.

Pieces from Mejuri’s Crôissant collection have pending design patent applications in the United States, as per court documents.

In a statement to National Jeweler, the attorney representing David Yurman called the countersuit a “weak attempt” to excuse IP infringement. 

“It's common for companies caught copying others’ designs to argue that the design is free for the taking,” said Jay Neukom, lead counsel for David Yurman in the case.

“Mejuri’s weak attempt to excuse its conduct by citing the Roman Empire and its own corporate mission statement does not change the facts. Yurman’s complaint has side-by-side pictures that show how Mejuri’s ‘in-house’ designs mimic David Yurman, Boucheron, and Lagos. We look forward to making this misconduct even clearer as the case proceeds,” he Neukom.

 Related stories will be right here … 

Mejuri’s countersuit also outlines the company’s perspective on several of David Yurman’s other claims.

Mejuri took issue with the claim that Mejuri’s designs could be confused for David Yurman pieces, noting that the two companies operate in different segments of the jewelry market and their products are not sold in the same stores.

The company also noted that while other jewelry brands use twist designs, including more well-known brands, Yurman hasn’t taken legal action against them.

David Yurman has instead “chosen to target Mejuri by bringing an anti-competitive attack on a smaller, but rapidly growing, challenger that is modernizing a traditional industry,” said Mejuri.

Mejuri said its designs had been on the market for two years and no concerns had been raised until last December.

The company added that, allegedly, David Yurman never contacted them to discuss the problem and instead “filed this meritless lawsuit and issued a press release without the courtesy even of providing Mejuri notice.”

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

The female-founded brand said female empowerment has been at the core of its mission since its founding in 2015, establishing its Empowerment Fund to support women and non-binary individuals and partnering with the Jeannette Rankin Foundation to provide additional scholarships for low-income women and non-binary people.

In its initial lawsuit, David Yurman also pointed out that when it 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.

Mejuri countered that the influencer had been promoting Mejuri on her social media page months before David Yurman shared her selfie.

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

The company also requested Mejuri melt down and recycle its remaining inventory of products that are alleged copies and take down and destroy the aforementioned advertising and promotional materials.

Mejuri said that David Yurman is not entitled to any remedy or relief and did not state that it was looking for any in return.

David Yurman is requesting a trial by jury, which Mejuri does not object to, as per court documents.

David Yurman Enterprises LLC v. Mejuri Inc. was filed in the U.S. District Court for the Southern District of New York.
Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Weekly QuizMar 21, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

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.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

Conversations with Chris Ploof YouTube Video Series
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series

“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 20, 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.

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

Gallet Flying Officer watch
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800s

Breitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.

Mediterranean Blue diamond
AuctionsMar 19, 2025
10-Carat Fancy Vivid Blue Diamond Expected to Sell for $20M

Dubbed the “Mediterranean Blue,” this “remarkably rare” diamond will be part of Sotheby’s May jewelry auction in Geneva.

American Gem Society Jewelry Evaluation Advisor logo
MajorsMar 19, 2025
AGS Adds New Program, Relaunches CSA

The American Gem Society now offers a Jewelry Evaluation Advisor designation as well as an updated Certified Sales Associate designation.

Beck pieces created for residency at Trove
CollectionsMar 18, 2025
Beck Debuts New Collection as Trove’s Latest Designer-in-Residence

Rebecca Zeijdel-Paz created more than 75 new pieces for the residency, which will be on display at Trove’s store in New York through April.

National Jeweler columnist Peter Smith
ColumnistsMar 18, 2025
Peter Smith: The Importance of Culture in Hiring

Smith explores why a qualified candidate might still not be right for the job.

Finks Jewelers Emmy award
Events & AwardsMar 18, 2025
Fink’s Jewelers Is Now a Regional Emmy Winner

The company and its marketing agency, Loudr, were recognized for the “Make You Dance” marketing campaign.

Citizen premiere
WatchesMar 18, 2025
Citizen Announces New Modern Luxury Watch Category

The “Series8” and “Attesa” collections will be grouped under Citizen Premier.

Borsheims Assistant IT Manager David Fager
MajorsMar 18, 2025
Borsheims Names New Assistant IT Manager

David Fager, a former systems engineer at the retailer, was promoted to the role.

The 2025 Gem Awards
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the Industry

From retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.

Eleanor H. Yeh GIA jewelry design
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent Award

Eleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.

 Joseph Cavalcante Tous managing director
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VP

Joseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.

Continental Buying Group logo
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 Days

The trade show has also upgraded its venue to the Caesars Forum Conference Center.

×

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