For his first brand campaign, Evan Yurman went big: The newly ascended company president brought out David Yurman’s first celebrity brand duo for the “Come Closer” advertising, which features actors Scarlett Johansson and Henry Golding.
Fans may recognize Golding from some of his most popular movies, including Crazy Rich Asians and The Gentlemen. Golding also is the first-ever male ambassador for the David Yurman brand, something Evan Yurman says was perfect timing.
“I felt that the time was right to make a statement in the category and to fully express the creativity, innovation, and craftsmanship that we have put into our men’s collections since day one,” Yurman says.
The resulting campaign is visually captivating—this is ScarJo, after all—but Golding adds a touch of whimsy, mystery, and humility to his work in the photographs and related videos. Yurman says that is why Golding was selected to be the David Yurman man.
“We have always sought out authentic partnerships with individuals that share our commitment to creativity, altruism, and who are at the top of their craft,” Yurman says. “Henry’s values align closely with our company’s; he is extremely talented, principled, and well traveled.”
For “Come Closer,” Golding was photographed by renowned fashion photographer Lachlan Bailey and styled by George Cortina. The series of 10 images and short film were shot at Casa Cipriani, the new private club and landmark hotel in lower New York, as well as the iconic Carlyle hotel.
“Men’s has always been an important part of our business. When we officially launched the category in 2004, my goal was to make men’s jewelry synonymous with David Yurman and reenergize the category for the industry as a whole,” Yurman says. “We’re proud of what we have achieved in both regards.”
Yurman says the brand has seen “significant growth” across its men’s category. The brand also has upped men’s jewelry and its presence in its retail stores, such as its 57th Street flagship. When that location opened in 2019, David Yurman put a strong emphasis on men’s designs and the unconventional materials the brand uses, hoping to stand out from the rest of the jewelry industry as a result.
The ”Come Closer” campaign comes at a time when the jewelry industry is booming, something that Yurman says he wanted to highlight with the idea that people should “delight in the everyday” and enjoy family, friends, and connection. For him, placing the campaign in New York felt like both a homecoming and a rediscovery of the city that inspires much of David Yurman’s overall ethos.
“The city of New York has always been an integral part of our identity at David Yurman—both as a brand and as individuals,” Yurman says. “Both of my parents were born here, it’s where I grew up, and it’s where our brand history of innovation and craftsmanship really started.”
The brand draws its inspiration from the people who call New York home as a result, Yurman says, and it is a community that has endless resilience.
“We wanted to celebrate that with our campaign by drawing people back into the city and closer together,” Yurman says. “The resulting images and videos feature honest and raw moments and are a tangible expression of the authenticity and creativity that is so important to David Yurman.”
Top: Henry Golding, best known to audiences for his work in movies such as Crazy Rich Asians, won the role of the first male brand ambassador for David Yurman in its new “Come Closer” campaign (all photos courtesy of David Yurman).
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