See David Yurman’s New High-Tech Holiday Campaign
The jewelry brand takes viewers through a virtual winter wonderland set in New York City.

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.
The Latest

Chicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.

Owners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.

A 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.

Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.

The “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”


The jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.

The update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.

With refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.

Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.

Each received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.

Catherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.

We asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.

Experts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.

Beth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”

Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.

The Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.

The campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.

Rachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.

After the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.

The industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.

The vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.

Former Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.

Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.

The April event will feature a new VIP shopping day requiring a special ticket.

Bulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.

In a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.

Smith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
























