(PRESS RELEASE) NEW YORK, NY — David Yurman has released its 2025 holiday campaign starring brand ambassador Eiza González, built around the theme “The Joy of Extraordinary Memories.” Directed by filmmaker Roman Coppola, the campaign explores how jewelry connects to personal moments and celebrations.
The campaign follows González as she revisits memories triggered by music, photographs, and jewelry. The scenes depict gatherings and celebrations where David Yurman pieces appear as part of the narrative.
“Jewelry holds memories,” said David Yurman. “It links generations, centuries — it’s timeless.”
According to the company, the campaign focuses on nostalgia as a way of experiencing the past in the present and carrying those moments forward.
“What drew me to this project was the idea of capturing memory as something both fleeting and eternal,” said Coppola. “Jewelry has this magical ability to hold a moment, to become a vessel for joy, love, or celebration. My goal was to create a film that feels both nostalgic and alive, a reminder of how the smallest details can transport us back to the most meaningful times.”
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Carolyn Dawkins, Chief Marketing Officer, said the holidays bring memories into sharper focus. “We wanted this campaign to feel deeply personal,” she said. “The holidays are a time when memories feel especially vivid, and the act or memory of gifting jewelry often plays a powerful role in those stories.”
The brand is converting its 57th Street flagship into what it describes as an immersive holiday destination. Scenographer Stefan Lubrina, known for his work with Karl Lagerfeld, designed the installation.
“When David Yurman invited me to create a holiday scenography for their New York boutique, I was immediately intrigued,” said Lubrina. “In their world, I found a spirit that is both elegant and distinctly New York – where jewelry and architecture meet, and intimacy and scale coexist. This partnership allowed us to design a space that feels rooted in the city while elevating the jewelry as part of a larger story, not only as objects of beauty but as experiences to be discovered.”
The campaign launched November 3 on DavidYurman.com and the brand’s social media channel @davidyurman. The campaign will also appear in the brand’s advertising through the end of the year.
PHOTO GALLERY: NEW DAVID YURMAN CAMPAIGN (5 IMAGES)
