How New York Can a Bracelet Get?
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“The rumble of the subway train. The rattle of the taxis.” The jingling of David Yurman bracelets? Listen closely to the video of the jeweler's new campaign shot by Lachlan Bailey at New York’s Carlyle Hotel, and you can hear this renewed lullaby of Broadway, an unapologetic anthem to the city. Yurman, a brand born downtown and NYC to its core, both celebrates a place coming back to life and reminds us of why despite recent predictions, you should never bet against it.
First of course, the people! The campaign stars native New Yorker Scarlett Johansson
in and out of the Carlyle’s own little landmarks. Yes, she, like almost everyone in NY these days, wants a drink at Bemelmans.
“Scarlett is the embodiment of the David Yurman woman. A native New Yorker at the top of her craft, Scarlett is a woman who forges her own path. She doesn’t take no for an answer and isn’t afraid to stand up for herself and what’s right,” said Evan Yurman, son of the founder and the newly ascended President of the company.
New York is nothing of course without the energy and creativity of those drawn to it. This spirit-and the strength of the Yurman men’s collection is embodied by actor Henry Golding. “While Scarlett Johansson represents the spirit of those born and bred in New York, Henry Golding represents the spirit of those brave enough to seek it out.” He too is seen in Carlyle guest rooms and in its famed illustrator bar—even having a drink made by one of its legendary bartenders.
The campaign is called “Come Closer” which we are all ready to do aren’t we? And if you are wearing the right amount of Yurman cable bracelets, they will know just when you are about to arrive.
You can also let them know like this: In 2022, David Yurman will continue to support its Unity Fund—created in May 2021 in partnership with the Robinhood Foundation, New York City’s largest organization dedicated to alleviating poverty. Beginning February 15, 20% of proceeds from a curated assortment of women’s and men’s designs will benefit the David Yurman Unity Fund.
You can buy a New York or Nowhere t-shirt sure. But a gold link necklace also delivers the message.
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