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
GradingJan 14, 2025
GIA CEO, President Susan Jacques to Retire at the End of 2025The grading lab said the search for her successor is underway.
ColumnistsJan 14, 2025
Jules Kim: Building Bridges Between Creators and IndustryIn this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
Policies & IssuesJan 14, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
GradingJan 14, 2025
Former SSEF Director Henry A. Hänni DiesA pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
Weekly QuizJan 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsJan 14, 2025
Signet Jewelers Lowers Q4 Guidance After Holiday Sales Fall ShortThe peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
MajorsJan 14, 2025
Edouard Schneider Joins Messika as Chief Brand OfficerSchneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
SourcingJan 13, 2025
Zambia Reinstates 15% Export Duty on Precious Gemstones, Shocking GemfieldsGemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
Policies & IssuesJan 13, 2025
Brandee Dallow Elected President of Ethical MetalsmithsThe executive brings more than two decades of industry experience to the role.
IndependentsJan 13, 2025
The Seven Pops Up in Palm BeachThe New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Policies & IssuesJan 10, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsJan 10, 2025
Piece of the Week: Elsa Jin’s ‘Mozi’ BroochAdrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
SourcingJan 10, 2025
De Beers, GJEPC Partner to Promote Natural DiamondsThe pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
CrimeJan 09, 2025
US Customs Seizes Counterfeit Tiffany & Co. JewelsOfficers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
CollectionsJan 09, 2025
Karma El Khalil’s New Collection is an Ode to the MoonThe “Moonlight Rhapsody” collection is overflowing with gemstones, from raw opal to morganite and spessartite.
Events & AwardsJan 09, 2025
Here Is the 2025 AGTA GemFair Tucson Educational LineupThe seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
SourcingJan 09, 2025
Reena Ahluwalia Unveils New Works in ‘Diamond Trails’ AnthologyThe artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
IndependentsJan 09, 2025
Virginia Jewelers Raise Nearly $26K for Children’s Hospital at Charity BallNine jewelers donated jewels for a raffle to support the Children’s Hospital Foundation at Virginia Commonwealth University.
WatchesJan 08, 2025
Oris Debuts Hot Pink Miss Piggy WatchMiss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
Lab-GrownJan 08, 2025
Effy Introduces Brand Dedicated to Lab-Grown Diamonds“Promise by Effy” includes fashion jewelry and engagement rings.
IndependentsJan 08, 2025
Haltom’s Jewelers to Close After 130 YearsThe Texas-based jeweler is closing all three locations.
TrendsJan 08, 2025
Zendaya’s Engagement Ring Combines Vintage and Modern ElementsZendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
ColumnistsJan 07, 2025
The Smart Lab: The Hottest Digital Marketing Trends For 2025Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.
TrendsJan 07, 2025
Amanda’s Style File: January Is for GarnetGarnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
IndependentsJan 07, 2025
Edge Retail Academy Names 2024 ‘Wag’ Award Winner The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
MajorsJan 07, 2025
Jewelers for Children Promotes Round-Up Fundraising ProgramRetailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.
