David Yurman Creates for Lunar New Year (Yay!), Fumbles Rollout (Eek!)

Last year, I made the suggestion that David Yurman not just embrace Lunar New Year in marketing but produce a singular themed bauble in celebration. Well, heck to the hey, I got everything I wanted and more this year... sort of.

DY Releases DY Fortune and Guilin (Mini-)Collections

I call them mini-collections because, dear reader, I call a spade a spade. Four items comprise each "collection"—hence, mini-collection. But I digress. Guilin, which is named after a marvelously scenic city in China, is for women and DY Fortune—simple "Fortune" must be trademarked by another jewelry entity—is designed for men.

While both collections were designed to "honor Lunar New Year" and feature marked similarities (octagonal gems, 18K yellow gold construction), there are important differences to note. Put simply, DY Fortune fits the mold of a proper David Yurman collection. Gemstone variations are available for most of the items in the line—garnet seems "standard" but moldavite (moldy green) and golden-sheen sapphire (straight-up brown) are also available—and the price points are higher with the ring coming in at 3200 USD and the necklace amulet (amulet only, remember—chain sold separately) at 1800 USD. As for Guilin, the price points are lower (topping out at 2325 USD), the only gemstone available is garnet, and, well, the designs are less... majestic? impactful? inspired? I don't know. It will be interesting to see what happens as we move into Spring/Summer '17 and onward into Fall/Winter. I wouldn't be surprised to see Guilin fade away (perhaps to reappear next January) and DY Fortune outlast.

The Oopsies Release

(How's that for a header? Haha.) In case you don't follow the lunar calendar, 2017 is the Year of the Rooster. Well, rumor has it DY prepared rooster-themed baubles but had to recall them all before they hit the sales floor due to a production mishap, in which a Chinese character was incorrectly stamped on the items, making the translated meaning something akin to "prostitute." Yeah. Big oops.

Then you just have the smaller, more baffling oopsies that I gotta say, dear reader, lead me to wonder who has got his or her finger on the button at DY. Take this homepage banner graphic, for instance:

Image Credit: DavidYurman.com

As it stands, you click "shop now" you get directed to only women's product, men's, including DY Fortune, not so much as mentioned. How hard would it have been to have two buttons on the image, one for "Shop Men's" and one for "Shop Women's"? (David Yurman, I am open to a formal consulting position. Salary is negotiable. ;) ).

Then you have language inconsistencies. On most pages it is "Lunar New Year" but then one finds a graphic or two referring to "Chinese new year." Maybe it's my journalism background interfering here, but consistency matters throughout brand. Select language and use it singularly.

Finally, then you have this:

Image Credit: DavidYurman.com

Great idea, right? But that copy. That. Copy. Receive red envelopes with your Guilin and Fortune collection? "Your collection?" Are they one collection and did the shopper design them? How about "Receive a complimentary set of 8 red envelopes with any purchase from the Guilin and DY Fortune collections, which are designed in honor of Lunar New Year"? Yes, it is a little more clunky, but hey, at least it makes sense.

Call me disgruntled. Call me a mad man with an ax to grind. Or how about this:
Just call me an English major. Haha.

Anyway, gripes aside, I really am delighted to see DY embracing Lunar New Year, and I am altogether diggin' DY Fortune (but only in garnet; those other stones, god awful, haha). If all of the "Contact Us" buttons are any indication, these products are moving and serving DY well. Next year, let's just get those little details right, DY. Swoops in Chinese characters matter in big ways.

For now, that's all, folks. DYguy out!