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
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not DeadPeter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque NecklaceThe necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’sA private American collector purchased the 10-carat fancy vivid blue diamond.
Weekly QuizMay 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for SummerThe designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With DisabilitiesAround 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.
Events & AwardsMay 15, 2025
Poet Sekou Andrews to Give Closing Keynote at ConvergeThe event is also accepting poster submissions now through June 16.
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ RingBefore Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s SaleThe one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical MetalsmithsThe donation was the result of the brand’s annual Earth Day Ingot event.
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and BetterLocated in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course UpdatesThe nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.
MajorsMay 13, 2025
BIJC Launches New Education FundBIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past DecadeAs a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum “Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in ZambiaThe miner announced plans to recommence open-pit mining at Kagem.
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
