Coming Soon: David Yurman Fragrance

Set to be introduced in August and with ad campaigns coming in October, the first David Yurman fragrance – yes, there is already talk of more on the way – will be available at 300 high end, specialty retailers like Neiman Marcus, which has been a door for David Yurman jewelry for years.

David Yurman, chief designer and chairman of his company, and his wife, Sybil Yurman, president and chief marketing officer, are ecstatic to take David’s design principles to new forms and ventures. They created David Yurman Perfumery with Clarins Group to bring the new womens fragrance to life.

The scent itself is a floral chypre by Firmenich’s Harry Fremont, opening with a burst of mandarin, fresh green petals and cassis surrounding a heart of peony, water lily, natural rose otto, patchouli, exotic woods and soft musk. Like David Yurman jewelry, there is a yin-yang of masculine and feminine to the very womanly fragrance. The incredible hybridization of the scents was inspired by a David Yurman jewelry which features a mix of stones – perhaps, the Mosaic jewelry – where the eye sees all the colors of the stones simultaneously rather than just focusing on one at a time. They aspired to create a fragrance in which all scents are taken in synchronously as one full, united bouquet. They did not want this fragrance to be a one note scent.

Besides the actual scent, the packaging of any fragrance is critical: it conveys the mood and tone of the scent inside. The Yurmans aimed for the idea of “encapsulating the fragrance in a gemstone.” The bottle has a gold-toned, plastic-lined inner piece encased in a customized pressed Italian crystal shell with a sculpted gold cap resembling the signature David Yurman Cable jewelry. The bottle neck is a replica of David Yurman’s wedding band.

A special treat for customers will undoubtedly be the upscale sampling medium which will include black cord and silver bracelet infused, mini pump sprays and mini body cream jars infused with the floral chypre scent to encourage customers to discover and experience “the luxury of the Yurman brand at counter.”

Available in two sizes of 1.7 oz. and 2.5 oz, the eaux de parfum sprays will be priced at $120 and $165, respectively. In addition, a 6.7 ox body cream will be offered for $80. Estimates show that the David Yurman fragrance could do $12 to $15 million at retail in its first year on counter in the U.S. and Canada with about $5 million spent on advertising and promotion.

Model Amber Valleta, a David Yurman favorite, will be featured in the national ad campaigns for the new David Yurman fragrance in fashion, beauty and lifestyle magazines with photography by Peter Lindbergh.

Look for annoucements of additional David Yurman fragrances – like a men’s cologne – in the future.