The fine jewelry brand -- synonymous for its wildly popular mixed metal and semiprecious stone rings and necklaces -- is the latest to tap fashion editors, bloggers and tastemakers for social media initiative "Love, Yurman."
Starting today, David Yurman's five brand ambassadors -- including Forever 21 campaign star and BryanBoy bff Rumi Neely of Fashiontoast, Lauren Sherman of Fashionista, Jenn Camp of Le Fashion and Le Love, Nylonmag.com's Faran Krentcil, and the token male of the group, Paul Avarali of Details -- will promote a Valentine's Day contest on the brand's Facebook page. And instead of users sharing harrowing break-up stories like over at Steven Alan's
page (don't get us wrong, we're always down to indulge in a good lover's quarrel) -- David Yurman is seeking a more warm and fuzzy approach, asking users to share their favorite romantic pictures (and encourage friends to vote). On Feb. 11, the brand will select a winner from the 10 users with the most votes. The winner will get the two pieces pictured here (one for them and one for their better half).
"I think Facebook initiatives like this -- involving up-and-comers in the industry -- resonate with fans of the label and draw in new ones. And of course, the jewelry is fantastic, which always helps," Sherman told WWD.
Neely, Camp, Sherman, Krentcil and Avarali will actively promote the initiative, and each will upload images, post about their top Yurman picks and answer Q&As about love -- all living on David Yurman's Facebook page. So, if you still haven't gotten your bf/gf/significant other/friend-with-benefits a gift yet (or if you have burning questions about love for any of the above) find a schmaltzy picture and head to facebook.com/davidyurman.