Perhaps it has existed for more than thirty years, but only in recent years, David Yurman can consider his company a global luxury brand.
But what makes a brand global and what is the definition of a “luxury brand”?
By definition, a “global brand” is one that embraces the world and whose name is known on world markets. Of course, first of all, the brand must become established in the country in which it was founded, and on this account David Yurman ticks in the box. There are 18 DY boutiques in the United States, not including concessions at other stores, and not including the small hand of Yurman stores. Places are located throughout the country, so it is safe to say that the brand has worked well in the United States.
This alone is not enough to be considered a global brand, and how is the brand moving in the international arena? Well, there are two DY boutiques in twenty-two countries around the world, but seventeen of them are located in North America or the Caribbean with eighty stores in Mexico. The remaining four international stores are located in Russia, Ireland, France and China (surprisingly, there is no store in the UK). This leads to the conclusion that, yes, the reputation of Yurman in the states and countries located close to the brand really cannot be considered a true global reach for what Cartier or Tiffany can have.
The next thing to consider is David Yurman jewelry - a real luxury brand. The definition of a “luxury brand” is a company that is associated with a non-essential product (or even service), and also synonymous with wealthy customers. In this regard, David Yurman can claim to be a luxury brand, since jewelry is certainly an indispensable product, and his jewelry is known as worn by many of the most famous people in the world of sports and entertainment.
Since some of his jewelry is sold for thousands of dollars, then it can be clearly stated that his collection is associated with rich clients, although this does not mean that every detail he creates is exorbitantly valued, since some of his jewelry costs only a few hundred. dollars.
Thanks to a number of designer sunglasses added to the collection, as well as a small assortment of fragrances for women, it is obvious that David Yurman is trying to combine with other luxury brands such as Cartier, Gucci, etc., and for this reason, they can genuinely claim to be a luxury brand.
