CollectionsNov 05, 2024
Jacquie Aiche is Hosting an Online Treasure HuntMajorsNov 06, 2024
David Yurman’s Holiday Campaign Celebrates ‘Moments of Joy’
The new campaign stars Sterling K. Brown, Hero Fiennes Tiffin, Winnie Harlow, Kyle Kuzma, Arizona Muse, and Iris Law.
Throughout the holiday campaign, the star-studded cast is seen wearing pieces from David Yurman’s “Sculpted Cable,” “Chevron,” “Curb Chain,” and “Madison” collections.
New York—David Yurman launched its holiday campaign, “Moments of Joy,” last month.
It features celebrities Sterling K. Brown, Hero Fiennes Tiffin, Winnie Harlow, Kyle Kuzma, Arizona Muse, and Iris Law as a mix of innovative storytellers who inspire a wide range of audiences, said David Yurman.
As the name implies, the new campaign is centered around joy.
In the campaign, the brand calls on consumers to indulge in life’s luxuries to commemorate special moments with timeless treasures for loved ones from David Yurman, said the brand.
It is made up of a series of campaign images and four episodic videos, each highlighting a collection.
Throughout the campaign, the cast is seen wearing pieces from David Yurman’s “Sculpted Cable,” “Chevron,” “Curb Chain,” and “Madison” collections, which all have roots in the brand’s hero “Cable” design.
It features celebrities Sterling K. Brown, Hero Fiennes Tiffin, Winnie Harlow, Kyle Kuzma, Arizona Muse, and Iris Law as a mix of innovative storytellers who inspire a wide range of audiences, said David Yurman.
As the name implies, the new campaign is centered around joy.
In the campaign, the brand calls on consumers to indulge in life’s luxuries to commemorate special moments with timeless treasures for loved ones from David Yurman, said the brand.
It is made up of a series of campaign images and four episodic videos, each highlighting a collection.
Throughout the campaign, the cast is seen wearing pieces from David Yurman’s “Sculpted Cable,” “Chevron,” “Curb Chain,” and “Madison” collections, which all have roots in the brand’s hero “Cable” design.
Kyle Kuzma and Winnie Harlow seated wearing the “Curb Chain” and “Crossover Trio” collections, respectively
Sterling K. Brown and Arizona Muse posed at a dinner party as the campaign calls on consumers to indulge in life’s luxuries to commemorate special moments with timeless treasures from the brand, said David Yurman.
The campaign video starts at the David Yurman flagship store on 57th St., taking viewers on an elevator ride through various holiday scenes in New York City, which is the home of the brand.
“We are constantly inspired by the energy of New York City,” said Carolyn Dawkins, chief marketing officer at David Yurman.
“So, it felt right to shoot this holiday campaign in the home of our brand and flagship 57th St. store, with ambassadors that embody that same connection to creativity and culture. We have watched the brand grow here for the last 50 years and it is remarkable to see our longstanding consumers as well as new ones finding as much inspiration as we do in this evolution.”
The video continues, showing a montage of festive celebrations like dinner parties with friends.
The campaign was shot by photographer Anthony Seklaoui. He helped bring the campaign to life by capturing moments that are intimate and powerful, while sharing the brand’s commitment to art and creativity, said David Yurman.
Moments of Joy launched last month on the David Yurman website and across the brand’s global social media channels.
It will also appear in the brand’s advertising through the end of the year.
More on Majors
The Latest
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
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.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
IndependentsAug 11, 2025
Lisa Bridge to Depart Ben Bridge JewelerThe retailer, owned by Berkshire Hathaway, is becoming part of the Berkshire Hathaway Jewelry Group with Helzberg.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
IndependentsAug 06, 2025
Smith & Son Jewelers to Close 107-Year-Old Location Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
