MajorsSep 05, 2023
David Yurman Taps Sofia Richie Grainge for Fall Campaign TechnologyNov 21, 2023
See David Yurman’s New High-Tech Holiday Campaign
The jewelry brand takes viewers through a virtual winter wonderland set in New York City.
David Yurman partnered with the Savannah College of Art and Design (SCAD) and its SCADpro studio for the jewelry brand’s new holiday campaign.
New York—David Yurman has unveiled this year’s holiday campaign, combining its classic designs with new-age technology for what is designed to be an immersive experience.
The “Create Joy, Give David Yurman” campaign takes viewers on a virtual tour through the brand’s home base of New York City on Christmas morning.
The “Create Joy, Give David Yurman” campaign takes viewers on a virtual tour through the brand’s home base of New York City on Christmas morning.
The scenes depict loved ones gifting each other David Yurman jewels as virtual snow falls over the city in the background.
The campaign is a product of the jewelry brand’s partnership with The Savannah College of Art and Design (SCAD) and its SCADpro studio.
The studio created the brand’s first extended reality (XR) project, an umbrella term for immersive technologies that includes virtual, augmented, and mixed reality.
The real and virtual worlds are merged using CGI (computer-generated imagery), XR camera tracking, and real-time rendering technology.
“Our campaign is focused on taking viewers on an adventure through Manhattan at the most magical time of the year, using a fusion of creativity and technology that pushes our artistic boundaries set by David, Sybil and Evan Yurman,” said Carolyn Dawkins, David Yurman’s chief marketing officer.
The campaign showcases the brand’s classic collections, including “Sculpted Cable,” “Petite Pavé” and “Starburst” for women, and “Spiritual Beads,” “Tags & Chains,” and “Chevron” for men.
Stylist George Cortina worked with models Maya Stepper, Laurence Coke, and Ken T, alongside set designer Stefan Beckman, to bring the campaign to life.
David Yurman has partnered with SCAD since 2021, creating The David Yurman Endowed Scholarship for Jewelry Design, which was awarded for the second year in a row in 2022 to a jewelry design student from SCAD’s School of Fashion.
The brand also donated gemstones from its private collection to the college’s jewelry program, the largest jewelry degree program in the United States.
“SCAD is delighted to continue its synergistic relationship with leading luxury brand David Yurman and this latest SCADpro collaboration,” said SCADpro Vice President Paul Stonick.
“SCAD produces the world’s most inventive creative talent and SCADpro is the stepping stone into their creative professions. Our students are transforming the world by leveraging powerful technologies and tools to push the boundaries of artistry. We are proud to see our cutting-edge LED volume, fueled by our creative students, showcased in this magical holiday campaign.”
Select campaign imagery is also featured on the David Yurman website.
More on Technology
The Latest
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.
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.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
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.
Events & AwardsJun 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.
MajorsJun 09, 2025
RDI Diamonds Partners With LavalierThe diamond wholesaler is working with the insurance provider to seamlessly offer personal jewelry insurance to RDI retailers’ clients.
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
