The International Retail Director of David Yurman at INSEEC

The students of the INSEEC Luxury programs in Paris attended a conference with Guillaume Duprat, International Retail Director of the prestigious American jewelry brand David Yurman. The conference was dedicated to « The internationalization of a Jewelry House ».

Graduated from INSEEC in Bordeaux, Guillaume Duprat described his background and profession before emphasizing the main qualities to succeed in luxury sector. He then presented David Yurman jewelry. Founded in 1980, the brand was an immediate success when Mr. David Yurman launched the bracelet « Cable », an 18 karat twist made in gold and silver with precious stones. David Yurman is nowadays seen as the American jeweler of the greatest celebrities in Hollywood such as Angelina Jolie, Naomi Watts and Scarlett Johansson: they have worn his finest jewelry. The advertising campaigns are shot by the famous fashion photographer Peter Lindbergh and the icons of the brand are none other than Kate Moss, Gisele Budchen, Natalia Vodianova and Naomi Campbell.

In the second part of his presentation, Guillaume Duprat outlined the internationalization strategy in Europe of David Yurman. For example, he explained the choice of the American jeweler for Paris as the first starting point in Europe by opening an outlet at Printemps Haussmann in 2010. Mr. Duprat then described in details the campaigns and brand communication as well as the CRM tools developed by the jeweler in order to build a one-to-one lasting relationship with customers.

At the end of the presentation, the International Retail Director brought to students the most exceptional David Yurmans items during a catwalk held in their honor. The speaker was applauded by the students and thanked by all for sharing his valuable insights and experiences.