A look into my time at David Yurman working across creative, branding, and luxury storytelling through strategy, and design.

Role: Creative Technology Intern
Timeline: June 2023 - August 2023
Location: New York, New York

Project: The Sedona Collection

During my internship at David Yurman, I developed a capstone concept collection inspired by the brand’s connection to craftsmanship and the American West. The project explored the full lifecycle of a luxury collection — from concept development and product design to merchandising, customer experience, experiential marketing, and launch strategy. his project marked an early exploration into the intersection of luxury branding, creative direction, and experiential storytelling, areas that continue to shape my approach to marketing and brand strategy today.

Creative Direction • Trend Research • Product Concepting • Luxury Brand Strategy • Merchandising • Experiential Marketing

Concept + Design

Inspired by David Yurman’s appreciation for western craftsmanship and archival belt buckle design, the Sedona Collection explored the intersection of bohemian elegance and luxury jewelry. The concept blended equestrian references, sculptural metalwork, and desert-inspired textures to create a collection rooted in storytelling, heritage, and modern styling.

Marketing Strategy

The launch strategy positioned the collection within the growing intersection of western influence, bohemian styling, and luxury fashion. Through trend forecasting, audience research, and campaign development, the project explored how heritage storytelling and experiential marketing could translate into a contemporary luxury launch across retail, social, and event environments.

Merchandising + Packaging Strategy

The merchandising strategy focused on positioning the collection as both collectible and wearable, balancing exclusivity with long-term brand relevance. Packaging and customer experience concepts were designed to extend the narrative of the collection across ecommerce, retail, and post-purchase touchpoints.

Experiential Activation

The experiential rollout extended the collection beyond product into a fully realized brand world. Inspired by luxury launch events and editorial storytelling, the concept included an invite-only activation in Montauk, partnership opportunities, immersive exhibitions, and digital campaign touchpoints designed to build anticipation and emotional connection around the collection.