CP: How long did it take you to get the sunglasses just right?

DY: We’re in our third generation of sunglasses. I think we’ve nailed it now. We did well the first time out, in a horrible luxury economic situation. Evan took over with sunglasses. He has emerging businesses. I have so much work to do on collection. I do almost 300 new designs a year.

CP: Do you have any other emerging plans for your brand?

DY: We’re looking at markets, we’re looking at Europe. We’re looking in Paris- we open the 17th of November in Le Printemps in the suburbs in a place called Parly. Very successful. We had no idea and they didn’t either but apparently what the statistics are they were selling more to Parisians and Le Printemps is 70% selling to tourists, it’s a great tourist destination and it’s become upscale. The French are now shopping. The French weren’t really shopping a lot in department stores, they have the boutiques and then Bon Marche. But they raised the level and they’re selling a lot to Parisians so we’re opening a shop in Parly. There you won’t find tourists. It’s like West Chester to New York or Phoenix is to Scottsdale- Parly is to Paris. They look as though a lot of people from the Parly area are shopping. I’m thrilled.

We’re opening in Scottsdale- that’s what’s really important. We’re selling to the Scottsdale customer. Will we sell? I know we do! We’re very successful here. I know the customers. I’ve been here 12-15 years. Maybe more. 20. But seriously in the market 15 and I know the customers from other stores and I know their name I know them on sight. I go and do six of eight shows a year to get the juice to see what they feel about what Sybil and I make. We make it together. I’m the designer, she corrects. Sometimes she initiates, sometime I initiate. It’s really a collaboration. It used to be years ago we’d say “I put that together, that’s my design, no that’s MY design.” Oh, forget it. It’s ours. We finally got really married, these are the things we do together.

We have the most loyal customers, and I’m amazed how loyal. And I don’t have a reference, oh maybe Stephen Webster has more loyal, maybe John Hardy has more loyal...maybe whomever has more loyal. But I know from the retailers. They say “There’s nobody close to you”. Numbers don’t lie. We know we eclipse our competitors by two to three times to five times. Yeah that’s important. We’re  number one. But what’s important to me is the loyalty of the consumers. Their daughters. The granddaughters. The presents every year, every five years-

CP: My graduation gift from my parents...

DY: There you go- so we are jewelers to the stars, because we have Hilary Swank- that gets you big press. What gets me in my heart is you’re wearing your ring that was given to you by your mother. It’s a relationship. So my little jewelry product is a way of bonding relationships. I came back from Kansas and saw 200-300 people and it was a top client dinner- and it was all the same thing- people buying for each other. [A few] were buying for themselves. Some were just fashion buys. I have to have this- I bought this new Balenciaga, this will go perfectly. But the family sale, the family collection is what [matters].

CP: So many of my friends have David Yurman from their parents, their boyfriends.

DY: We were told that 70% of what is purchased is a gift. We also were told that we were one of the companies responsible for the concept of a self-purchase. You can go buy a car, clothing, a computer, jewelry- if it’s done right- we had so many customers buying for themselves but now that might be the case. Our business is grown and it’s still so much the connection of a family. It commemorates- it’s a gift of love, obviously.

CP: One last question- November is our luxury issue. What does luxury mean to you, and what are your greatest luxuries?

DY: Well, first is quality. So if you say I’m going on a luxury vacation, to me that would mean where I’m staying has a beautiful view,  it has to have a comfy bed, the air conditioner can’t make too much noise, it can’t blow on me. I don’t care how nice the hotel is. And the service has to be attentive but not overly attentive. I have to feel comfortable- and sometimes I want to cook my own breakfast so luxury means quality, very appropriate to what you want it to be. It could be a cabin out in the woods all by yourself, as long as there’s wood cut, I don’t want to be chopping wood. The kindling, and all that. I want to start my own fire. The element is quality. It doesn’t have to be rare- there could be 50 of them. It could be baccarat crystals, they’re cut beautifully. Usually there’s an artisan hand on the product. And comfort is really important. We make it available, attainable luxury product, and our prices range from $250 to $250,000. The quality level is strong all the way through the products. All have an attention to detail, an attention to what design and luxury should be.

There’s a company called Wilson that makes a luxury alpaca wool sock for riding in the winter. If your feet are comfy when you’re out and riding in the snow....Do you ski?

CP: Yes.

DY: I thought so. You can’t have a great day skiing if your feet are cold.

CP: Or if you don’t have Chapstick.

DY: So you’re in pain. So if you have a great athletic moment in the beauty of nature, gliding down a mountain and you’re not cold...I mean your face will be a little chilly, you’ll be exhilarated, but if your extremities are comfortable- that’s a luxury moment.

Photography by Meg Kondrich