David Yurman Launches New Look, Online Strategy and New Face: Giselle

Giselle for David Yurman

Giselle for David Yurman

David Yurman’s first business venture was far removed from the glittering world of diamonds and gold he’s known for now: selling little sculptures in his high school cafeteria. But with the recent re-opening of his boutique at South Coast Plaza, he’s brought back a bit of the old for a glamorous mashup of both his roots and the business that he’s grown for the past three decades.

The South Coast Plaza boutique was the first location to get a makeover in the company’s new design, and Rodeo Drive re-opened last week.

The design incorporates his own sculptures sprinkled throughout (as well as drawings from his wife, Sybil) alongside found objects and books that give each boutique more of a library or salon feeling.

And as he rolls out the new look to his other boutiques, he has also embraced a fresh, new online approach to business.

“Facebook is a space that needs to be addressed,” said Yurman. “People are definitely using it to communicate, so we really use it to convey the texture of the brand and see what makes us tick. [Our customers] want to be on the inside.”

Yurman’s referring to his new robust Facebook campaign, which blends e-commerce with social media to create a blend of social shopping that his camp has dubbed “F-commerce,” as in Facebook Commerce.

David Yurman Giselle Summer 2012 Campaign

David Yurman Shop Behind-the-Scenes

Using Facebook as a launchpad, Yurman’s virtual friends can browse the new collection, which is fronted by supermodel Giselle Bundchen, and go to the Shop Behind-the-Scenes tab on Yurman’s Facebook page. The tab shows the model in her Peter Lindbergh-shot campaign and shoppers can snag bracelets right from the shoot.

Replacing Kate Moss and Arizona Muse before her, Giselle is the total embodiment of the brand, Yurman said. “Giselle is, without a doubt, a natural. She exemplifies a woman that’s free, a mother and full of spirit. She exemplifies a relaxed American luxury. … [And] she worked harder than anyone else on set,” said Yurman.

David Yurman Papyrus Cuff Bracelet, Color Classic Bracelet and Waverly Bracelets

David Yurman Papyrus Cuff Bracelet, Color Classic Bracelet and Waverly Bracelets

David Yurman Diamond and Sterling Silver Cuffs

David Yurman Diamond and Sterling Silver Cuffs

Yurman said that what’s set’s the brand apart from other jewelers, isn’t just his instantly recognizable cable designs, but his insistence on offering a range of price points. “It’s the democracy of fine design,” said Yurman. “It’s not any more expensive than poor design.” Granted, Yurman is not exactly fast-fashion, but the brand offers their version of entry-level pricing.

Evan and David Yurman

Evan and David Yurman

That said, there’s no denying that Yurman’s fostered a legion of fans (127,000 and counting) that can’t get enough of his mix of metals.

“We started that in the ’90s,” he said proudly. “I’m a democratic kind of guy, but my son’s not that way. Not that he isn’t democratic; he’s just in love with what we call high jewelry.”

Evan Yurman, David’s son, designs not only the bridal, watch, eyewear and mens’ lines, but also haute joaillerie — limited pieces in the world’s finest materials, combined with old-world craftsmanship. David Yurman’s haute joaillerie pieces for the brand include pavé gemstones in ombré colored rings and bracelets, huge candy-colored pendants and one-of-a-kind watches. They even occupy a special corner of the South Coast Plaza boutique, tucked away from the cable-textured bracelets that are the brand’s bread-and-butter.

David Yurman Haute Joaillerie Cuff

David Yurman Haute Joaillerie Cuff

David Yurman Haute Joaillerie Rings

David Yurman Haute Joaillerie Rings

 

 

 

 

 

 

 

 

 

As he continues to expand his stores (doubling and even tripling their square footage) to integrate the newer, cozier design, Yurman knows that the hundreds of thousands of fans want more from him — whether it’s online or off.

“We’re not like ready-to-wear,” said Yurman. “We pulse products out every month, all the time, but we’re classic in our craft. We’re jewelers in the fashion world.”

For more information, visit www.davidyurman.com or visit the brand’s Facebook page

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.