More than thirty years ago, David Yurman
was nothing but a name of an artist who used to make a living out of sculptures
and fine crafts. It was not until that eventful day in 1980 that the vision for
a jewelry line was finally realized.
Today, the name is being associated with one of the most popular
designer inspired jewelry companies in the world. David Yurman, the eponymous brand
name, has indeed achieved a worldwide acclaim that it no longer matters which
one is being referred to — the company or the jeweler himself.
A Business Shaped by Sculptures
As an artist, David Yurman developed his
creative inclinations through sculpting. In fact, long before he joined this
line of work, he used to design and sell little sculptures at his high school
cafeteria. This fondness for the fine arts would soon provide the inspiration
for Yurman’s jewelry brand.
It was during an art opening when the idea
to venture into jewelry making suddenly crossed Yurman’s mind. His then
girlfriend, a talented painter named Sybil, was wearing one of his jewelry
pieces when the gallery owner approached them to ask if they were selling it.
Yurman, who initially frowned upon the idea
of recreating something that has a personal value, was eventually persuaded by
Sybil as proven by their decision to move to the countryside and establish
Putnam Art Works in the 1970s. It is through this effort that the creative
couple learned the basics of the jewelry business, which soon led to the
creation of the David Yurman brand in 1980.
The Cable Bracelet as David Yurman’s
Signature Piece
Shortly after its founding, the brand was
already making a name in the jewelry trade. In 1983, David Yurman introduced a design
that would soon become a mainstay in his jewelry line as well as the company’s
signature piece for the next three decades: the cable bracelet.
This twisted-helix
accessory launched the brand to popularity within the high fashion circle. It
consists of several twisted ‘cables’ of sterling silver or gold, with gemstones
attached to the finial ends to complete the unique look.
In 2010 David Yurman, who was then
celebrating his 30th anniversary in the business, gave an estimate
of 300,000 pieces of the said cable jewelry design that have been sold to
customers. He added that the company has no plans of retiring the signature
piece anytime soon. After all, it is the most recognizable design that DY has
ever created.
Starting a Perfume and a Watch
Collection
Seeking new creative grounds, David Yurman
and wife Sybil worked together for the launching of a new fragrance line. The
brand introduced its very own perfume collection through the collaboration with
the perfumer who previously worked with fragrance labels such as CK One and
Ralph Lauren.
The following year is another landmark for
the David Yurman brand. Venturing into horology for the first time, the company
launched the Classic Collection of timepieces in cooperation with the jeweler’s
son, Evan Yurman. It features three design options for watches, all of which incorporate
the signature cable detail on the exterior of their cases.
Store Expansion
As of mid-2009, there are eighteen
boutiques of David Yurman in ten US states and four stores in three other
countries. Expansion projects are still ongoing to increase the brand’s reach.
Recently, the company unveiled the David Yurman Townhouse which is actually the
flagship store in Madison Avenue, New York. It is regarded as the biggest of
all the DY boutiques, having three floors. Most of the rare and limited-edition
jewelry pieces are being crafted there. To further enhance the marketing
campaigns, David Yurman has also tapped social networking sites such as
Facebook, Twitter and Instagram.
