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.
Editors' Picks
Sponsored by
More on Technology
The Latest
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
CrimeNov 02, 2026
Customs Seizes More Than 400 Fake Audemars Piguet WatchesIt is one of several seizures of counterfeit jewelry and watches by U.S. Customs and Border Protection officials in Louisville this year.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
