Mejuri hits back at David Yurman with countersuit, alleging ‘bullying’ of ’emerging competitor’

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Mejuri has filed a countersuit against David Yurman in New York courts, alleging the former New York jeweler is intimidating, “an emerging competitor founded by a woman.”

In December, Yurman kicked off the spat with a suit in business attire claiming that millennial jeweler Mejuri, who spoke directly to consumers, was a “serial copycat.”

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Most of Yurman’s original costume centered around Mejuri’s Crescent Dome collection, alleging that it bore a strong resemblance to Yurman’s own Pure Form collection and confused consumers in the process. The lawsuit also claimed that Mejuri used models, influencers and marketing techniques that violated the distinct creative processes of the Yurman brand.

Mejuri is now hitting back with his own countersuit saying that “the assertions made by David Yurman in his complaint are baseless and fundamentally at odds with what Mejuri stands for and who they are as a company. Mejuri is an innovative and modern jewelry brand that has made a name for itself by overturning the narrative that fine jewelry is something to be earned or gifted to women who buy jewelry for themselves.

“Yurman’s complaint is not a legitimate attempt to protect his intellectual property, but rather an effort to intimidate 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,” reads the filing.

The suit states that Yurman and Mejuri products do not overlap in the same market categories and do not share any retailers. The filing is adamant that Mejuri did not copy Yurman and that several jewelry brands, including Tiffany & Co., Cartier and Missoma, also distribute a similar twist pattern. It also includes photos of gold jewelry produced by ancient companies that were sold at reputable auction houses like Christie’s and Sotheby’s.

In her argument against Yurman’s claims, Mejuri attached part of the moodboard that her creative director Justine Lançon referred to when creating the Croissant Dôme collection. The reference chart is a mosaic of different croissants, representing the baked product photographed from different angles and not including any jewels.

“Once stripped of its rhetoric and ad hominem attacks, Yurman’s complaint reveals itself for what it is – an improper attempt to remove an innovative competitor and claim ownership of well-known common patterns – like twisted patterns – which have been used in jewelry since at least the Roman Empire,” the suit reads.

Pure Form Cable Bracelet by David Yurman - Credit: Courtesy of David Yurman & # 39;

David Yurman’s Pure Form Cable Bracelet – Credit: Courtesy of David Yurman’

Courtesy of David Yurman’

A spokesperson for Mejuri told WWD in a statement about the filing: “The David Yurman lawsuit is an attempt to intimidate an emerging female-founded competitor, monopolize classic design motifs used for centuries and to stave off competition from one of the fastest growing jewelry brands in a rapidly changing industry.

“Mejuri has no desire to associate itself with Yurman or its products, and we believe that our customers know what they are buying and from whom they are buying it. Unlike a contentious approach that chooses confrontation over collaboration, Mejuri uplifts creators and takes pride in our ongoing contributions to making the industry more accessible and fair for everyone.

A representative for David Yurman did not immediately respond to requests for comment.

As part of its filing, Mejuri asks the court to determine that Yurman does not own any right to the design intellectual property that it claims as trade dress, and that Mejuri itself did not infringe any intellectual property rights. The brand also asks that its lawyer’s fees be compensated.

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