Lab-GrownAug 30, 2023
Pandora’s New Lab-Grown Diamond Campaign Stars Pamela AndersonMajorsSep 05, 2023
David Yurman Taps Sofia Richie Grainge for Fall Campaign
The Gen Z influencer wears the “Sculpted Cable” collection in the just-released images.
David Yurman has revealed its fall 2023 advertising campaign starring new brand ambassador Sofia Richie Grainge.
New York—Sofia Richie Grainge is having a moment, with a new jewelry ambassadorship to prove it.
David Yurman unveiled its fall 2023 advertising campaign starring the Gen Z influencer on Tuesday, announcing her as its latest global ambassador alongside celebrities like Scarlett Johansson and Shawn Mendes.
In the images and videos, Richie Grainge wears the new “Sculpted Cable” bracelet against the backdrop of the Kellogg Doolittle House in Joshua Tree, California.
Shot by Glen Luchford and styled by Elin Svahn, Richie Grainge wears an assortment of bangles in the new lower-profile edition of David Yurman’s signature design, as well as hoop earrings and rings.
According to the company, the new images mark the first time one of its ad campaigns has been devoted to a single hero style, rather than a mix of collections.
The new bangle will be available in 18-karat yellow, rose, and white gold, with and without hand-set pavé diamonds. One version features 170 diamonds in graduated sizes totaling 1.7 carats, set to accentuate the Sculpted Cable’s classic helix design.
President Evan Yurman, who provided the campaign’s creative direction, said: “Sofia is a style icon with endless charm, and we’re delighted to collaborate with her. She is truly the perfect ambassador to launch these new Sculpted Cable designs, which are the newest evolution of our signature house motif: Cable.”
Twenty-five-year-old Richie Grainge is the daughter of Lionel Richie and younger sister of Nicole Richie.
Her previous relationship with Scott Disick, which was documented on “Keeping Up With the Kardashians,” saw Richie Grainge rise to public attention.
Since then, she has carved out her own brand, with a highly publicized wedding to Elliot Grainge—music executive and son of Universal Music Group head honcho Lucian Grainge—and as the poster child for the “quiet luxury” aesthetic widely dissected online.
“David Yurman embodies everything that I'm trying to express with my aesthetic—with how I dress, and how I want to feel, which for me is very timeless and elegant,” Richie Grainge remarked.
“This campaign is about paving your own way: really being confident, taking direction, and being the leader of your own pack.”
For its most recent brand partnerships, David Yurman has notably tapped Gen Z or young Millennial influencers and entertainers.
Related stories will be right here …
David Yurman unveiled its fall 2023 advertising campaign starring the Gen Z influencer on Tuesday, announcing her as its latest global ambassador alongside celebrities like Scarlett Johansson and Shawn Mendes.
In the images and videos, Richie Grainge wears the new “Sculpted Cable” bracelet against the backdrop of the Kellogg Doolittle House in Joshua Tree, California.
Shot by Glen Luchford and styled by Elin Svahn, Richie Grainge wears an assortment of bangles in the new lower-profile edition of David Yurman’s signature design, as well as hoop earrings and rings.
According to the company, the new images mark the first time one of its ad campaigns has been devoted to a single hero style, rather than a mix of collections.
The new bangle will be available in 18-karat yellow, rose, and white gold, with and without hand-set pavé diamonds. One version features 170 diamonds in graduated sizes totaling 1.7 carats, set to accentuate the Sculpted Cable’s classic helix design.
President Evan Yurman, who provided the campaign’s creative direction, said: “Sofia is a style icon with endless charm, and we’re delighted to collaborate with her. She is truly the perfect ambassador to launch these new Sculpted Cable designs, which are the newest evolution of our signature house motif: Cable.”
Photographer Glen Luchford lensed the new David Yurman campaign.
Twenty-five-year-old Richie Grainge is the daughter of Lionel Richie and younger sister of Nicole Richie.
Her previous relationship with Scott Disick, which was documented on “Keeping Up With the Kardashians,” saw Richie Grainge rise to public attention.
Since then, she has carved out her own brand, with a highly publicized wedding to Elliot Grainge—music executive and son of Universal Music Group head honcho Lucian Grainge—and as the poster child for the “quiet luxury” aesthetic widely dissected online.
“David Yurman embodies everything that I'm trying to express with my aesthetic—with how I dress, and how I want to feel, which for me is very timeless and elegant,” Richie Grainge remarked.
“This campaign is about paving your own way: really being confident, taking direction, and being the leader of your own pack.”
For its most recent brand partnerships, David Yurman has notably tapped Gen Z or young Millennial influencers and entertainers.
More on Majors
The Latest
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minster sat down with Michelle Graff to discuss the state of the diamond market.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
CollectionsJun 10, 2025
Tabayer Names Mary Chiam as CEOThe brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
