David Yurman: Timeless or transient?
BY: Kira Paterakis
I was out with my girlfriends enjoying a lovely evening at one of our favorite bars in downtown Baltimore. A random guy approached me and said “I like your David Yurman.” I was completely in shock that a guy would know any jewelry designer brand, let alone a high-fashion one. When I asked him how he knew that, he said, “I don’t know, it’s the only jewelry I know.” Knowing that most guys are uninterested in designer brands, I couldn't comprehend how he recognized the David Yurman on my wrist. To me, his awareness of the David Yurman brand of jewelry proves that their advertising and marketing techniques are succeeding.
In the jewelry sector, David Yurman has produced remarkable designs for the company’s collections. David and Sybil Yurman started as unknown small-time designers and now they run a $600 million business. Early on, David Yurman was recognized with the InterGold and the Cultured Pearl Designer of the Year awards in 1983 and continued to receive numerous awards; today David Yurman’s company is internationally known as one of America’s leading fine jewelers. David Yurman’s clientele includes celebrities such as Steven Spielberg, Kevin Spacey, Renee Zellweger, Gwyneth Paltrow, Barbra Streisand, Mary J. Blige, and Ashley Judd. Pieces are often seen donned by supermodels on the front covers of well-known fashion magazines like Vogue, Harpers Bazaar, and Town & Country. In its advertising campaigns, David Yurman is known for its use of world-renowned supermodels such as Kate Moss, Naomi Campbell, and Amber Valleta.
As if prominent celebrity clientele and well-circulated advertising weren’t enough, the brand is growing on Facebook and Twitter, where David Yurman is reaching out to fans, providing insider information and tips about the deluxe brand. With nearly 65,000 followers on Facebook, fans make their way to the boutique on Madison Avenue as well as popular retailer locations including Bloomingdales and Neiman Marcus.
It was 1982 when David Yurman launched his trademark David Yurman cable bracelet: a twisted helix decorated with gemstones. Since then David Yurman has been a top quality jewelry brand that outshines its competition while remaining reasonably priced. For many people a David Yurman is a must-have piece of jewelry and continues to remain a top trend in fashion. In my opinion, I think Yurman jewelry will always be a contemporary and hip brand that people will desire as a part of their wardrobes. Why do you suppose so many women, and men, are familiar with the David Yurman name? Given its prominent name today, do you think David Yurman will always be accepted in the fashion industry and continue to maintain its value? Will David Yurman have to alter its advertising methods in the ever-changing market to keep up with the latest fashion, or is Yurman a brand that will continue to transcend new trends?
Sources: http://www.nucifora.com/art_272.html http://fashionablymarketing.me/2011/07/foursquare-david-yurman/ http://www.articleprism.com/david-yurman-jewelry-and-its-famous-founder-david-yurman/886 http://www.davidyurmanbracelet.org/blog http://jewelryaccessories.com/jewelry-designers/444-david-yurman.html