In the wake of the economic downfall, what does a powerful jewelry house like Yurman do? Oh, just make their jewelry more fabulous and equally more expensive! Yurman, known mostly for their Cable collection is currently made up at 75% of silver jewelry (this including the Cable), and only 25% gold. Yurman will be revamping and changing their line, setting to up their gold collection to be a full 70% of the brands offerings. This will mean a huge clean-out of their silver pieces, and an even bigger addition of Gold. David's wife Sybil (co-founder of Yurman), has had an obsession with fireworks, and this obsession will flow into their Gold launch with a Starburst collection featuring pieces that resemble fireworks in the sky. As a Yurman lover I can't say I disagree with their change in image. They want to get away from the image of teens and their multiple Yurman cable bracelets, and sway more towards the older crowd. The solid gold pieces will hike up their price points greatly, leading the way to become more competitive with higher end lines of jewelry.
So what do you think, would you buy the new Yurman, or do you think a change is bad? Hmm..
xoxo,
Christina
No comments:
Post a Comment