Majors

Mejuri Files Countersuit Against David Yurman

MajorsMar 09, 2022

Mejuri Files Countersuit Against David Yurman

The jewelry retailer said David Yurman’s lawsuit is merely a way to bully its competition.

Mejuri recently filed a countersuit against David Yurman, claiming the company’s infringement lawsuit is “an anti-competitive attack” on a smaller but emerging challenger.
New York—Mejuri filed a countersuit against David Yurman late last week, claiming the company’s infringement lawsuit is just a way to bully its competition.

David Yurman filed suit against Mejuri in a New York federal court in December, accusing the company of copying several of its iconic designs from the “Pure Form” and “Sculpted Cable” collections.

The lawsuit alleges Mejuri is infringing on the company’s intellectual property rights by unlawfully copying its designs, causing customer confusion, and damaging the reputation it took four decades to build.

In a statement issued when the lawsuit was filed, Mejuri denied those allegations.

In its countersuit, the company said, “Yurman’s complaint is not a legitimate attempt to protect its intellectual property but is instead an effort to bully and stifle an emerging competitor by claiming a monopoly on classic jewelry designs that have been used for centuries—designs that are ubiquitous in the jewelry industry today.”

To further support its claims, Mejuri detailed its design process, sharing its inspiration, sketches, and other steps, noting the differences between the twist designs in its “Crôissant Dome” collection and David Yurman’s “Pure Form” collection.


Mejuri claims in its suit that the inspiration for “Crôissant Dome” was the classic French pastry, not David Yurman’s design.

Mejuri also argues that twist designs, like the twists of David Yurman’s cable bracelets, have been seen in jewelry since Ancient Rome, and therefore the design is not distinctive to David Yurman.

Mejuri showed examples of ancient jewelry with twist designs as part of its countersuit.
Mejuri showed examples of ancient jewelry with twist designs as part of its countersuit.

“Given the commonplace nature of the twist motif, Yurman cannot legitimately claim the ‘Pure Form’ cable bracelet design as unique to Yurman, much less as protectable trade dress exclusive to Yurman. Nor can Yurman legitimately claim that consumers associate the appearance of the ‘Pure Form’ cable bracelet with Yurman, as opposed to any other company offering a similar design,” said Mejuri.

Mejuri’s countersuit includes several images of jewelry with twist designs from major brands like Tiffany & Co. and Cartier to independents like Ben Bridge and Ross-Simons. 

Though twists are common in jewelry, David Yurman holds federal trademark registrations for its specific cable bracelet design, which Mejuri recognizes in its lawsuit.

Pieces from Mejuri’s Crôissant collection have pending design patent applications in the United States, as per court documents.

In a statement to National Jeweler, the attorney representing David Yurman called the countersuit a “weak attempt” to excuse IP infringement. 

“It's common for companies caught copying others’ designs to argue that the design is free for the taking,” said Jay Neukom, lead counsel for David Yurman in the case.

“Mejuri’s weak attempt to excuse its conduct by citing the Roman Empire and its own corporate mission statement does not change the facts. Yurman’s complaint has side-by-side pictures that show how Mejuri’s ‘in-house’ designs mimic David Yurman, Boucheron, and Lagos. We look forward to making this misconduct even clearer as the case proceeds,” he Neukom.

 Related stories will be right here … 

Mejuri’s countersuit also outlines the company’s perspective on several of David Yurman’s other claims.

Mejuri took issue with the claim that Mejuri’s designs could be confused for David Yurman pieces, noting that the two companies operate in different segments of the jewelry market and their products are not sold in the same stores.

The company also noted that while other jewelry brands use twist designs, including more well-known brands, Yurman hasn’t taken legal action against them.

David Yurman has instead “chosen to target Mejuri by bringing an anti-competitive attack on a smaller, but rapidly growing, challenger that is modernizing a traditional industry,” said Mejuri.

Mejuri said its designs had been on the market for two years and no concerns had been raised until last December.

The company added that, allegedly, David Yurman never contacted them to discuss the problem and instead “filed this meritless lawsuit and issued a press release without the courtesy even of providing Mejuri notice.”

David Yurman also accused Mejuri of copying its founding message and ethos about female empowerment and women buying jewelry for themselves, a claim Mejuri denies.

The female-founded brand said female empowerment has been at the core of its mission since its founding in 2015, establishing its Empowerment Fund to support women and non-binary individuals and partnering with the Jeannette Rankin Foundation to provide additional scholarships for low-income women and non-binary people.

In its initial lawsuit, David Yurman also pointed out that when it hired a social media influencer to showcase its jewels, less than two weeks later, Mejuri hired the same influencer to appear in a similar social media campaign.

Mejuri countered that the influencer had been promoting Mejuri on her social media page months before David Yurman shared her selfie.

David Yurman, via its lawsuit, said it hopes to stop Mejuri’s “illegal actions” and receive compensation for the alleged violations as well as attorney fees.

The company also requested Mejuri melt down and recycle its remaining inventory of products that are alleged copies and take down and destroy the aforementioned advertising and promotional materials.

Mejuri said that David Yurman is not entitled to any remedy or relief and did not state that it was looking for any in return.

David Yurman is requesting a trial by jury, which Mejuri does not object to, as per court documents.

David Yurman Enterprises LLC v. Mejuri Inc. was filed in the U.S. District Court for the Southern District of New York.
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

IndependentsSep 26, 2022
Roberson’s Fine Jewelry to Close After 42 Years

The store’s liquidation sale will showcase the mix of classic and unique jewels it’s known for stocking.

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Weekly QuizSep 22, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

GradingSep 23, 2022
GIA Career Fair Returns to Carlsbad

The Gemological Institute of America also announced plans for events in New York and London in 2023.

SourcingSep 23, 2022
See the Items in Gem Legacy’s 4th Anniversary Benefit Auction

One hundred percent of proceeds will benefit the nonprofit’s silicosis prevention initiative.

CollectionsSep 23, 2022
Piece of the Week: Emily Weld Collins’ Amulet

Inspired by antique coins, it depicts a “hippocamp” from Greek mythology.

EditorsSep 22, 2022
4 Things Seen and Heard at the 2022 HardRock Summit

Gemstones Editor Brecken Branstrator dishes on the latest color to trend, the show floor buzz, and more from Denver.

TrendsSep 22, 2022
There’s a New Book on Tiffany & Co.

Written by historian Vivienne Becker, it accompanies this summer’s Tiffany jewelry exhibition at London’s Saatchi Gallery.

Supplier BulletinSep 22, 2022
Using Commerce Data to Outshine the Competition in the Jewelry Industry

Sponsored by Bloomreach

SourcingSep 22, 2022
First Diamond Recovered From Burgundy’s Ellendale Restart

Burgundy also announced the retail launch of its diamond brand, Maison Mazerea.

Events & AwardsSep 22, 2022
JCK Industry Fund Now Accepting Applications

Organizations with a project or initiative aimed at bettering the jewelry industry are encouraged to apply.

Lab-GrownSep 21, 2022
An Updated Look at the Lab-Grown Diamond Market: Size, Pricing, and More

As the end of 2022 draws near, National Jeweler offers another deep dive into lab-grown diamond market data.

TrendsSep 21, 2022
These Are the Diamond Jewels to Stock for the Holidays

These trending-yet-timeless pieces are no-brainers for customers in search of the perfect gift.

SourcingSep 21, 2022
A Day in the Life: Daniel Namdar, Fancy Color Diamond Specialist

Namdar joins a long line of diamond experts, but his love of the trade was learned rather than inherited.

Lab-GrownSep 21, 2022
Looking Ahead: 4 Factors That Could Shape Lab-Grown Diamonds’ Future

Growing supply and falling prices likely will make differentiation a necessity and a reality, according to analyst Paul Zimnisky.

AuctionsSep 21, 2022
Egyptomania at Sotheby’s: See the Egyptian Revival Jewels Heading to Auction

The auction house is celebrating 100 years since the discovery of King Tut’s tomb.

Events & AwardsSep 21, 2022
Ethical Gem Fair Heads to NYC for the First Time

The event is slated for Oct. 20-22 at Brooklyn Metal Works.

CrimeSep 20, 2022
Customs Seizes More Than 700 Counterfeit Cartier ‘Love’ Bracelets

Agents in Cincinnati intercepted three shipments of fake brand-name jewels that would be worth more than $10 million if genuine.

ColumnistsSep 20, 2022
The Smart Lab: 5 Holiday Shopping Predictions for 2022

From free shipping to early shopping, Emmanuel Raheb outlines a handful of factors expected to shape the holiday season this year.

Events & AwardsSep 20, 2022
Harwell Godfrey Nabs CFDA Fashion Award Nomination

The sole fine jewelry nominee, the brand is up for an award in the emerging designer category.

MajorsSep 20, 2022
Signet Expands Loyalty Program, Adds Personal Jewelry Insurance

Customers earn one “gem” for every dollar spent as part of the “Vault Rewards” program, unlocking discounts and special member-only offers.

TechnologySep 19, 2022
Signet Enters the Metaverse With Banter, DressX Partnership

See how it looked when our editor tried on virtual jewelry via the DressX app.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy