Shot by Manhattan-based photographer Lachlan Bailey, the David Yurman Spring 2021 ad campaign celebrates “My New York” as the brand and founders’ home, and as a constant source of inspiration and creativity for the Yurman family.

Whether you have visited once or lived here all your life, New York is the city of dreams and endless possibilities, no matter where you are in the world. The city’s creative pulse—its people, diversity, cultural institutions, neighborhoods, landmarks—is what gives New York its everlasting spirit, and continues to inspire us anew. The David Yurman campaign pays homage to the true heart and soul of New York City.

“Sybil, Evan and I were all born in New York City. It’s our home and in our DNA—its creative energy courses through our veins,” says cofounder and CEO David Yurman. “We want to celebrate and support our hometown— what this city was, is, and will always be. It’s our New York.”

The campaign features a mix of classic and iconic pieces from David Yurman Cable, Pinky Ring, Stax, Lexington and Renaissance collections, as well as statement pieces from the brand’s upcoming launch—the new Elements collection. Inspired by the circular form, the Elements collection represents perfect balance, harmony and unity— the ultimate amulet.