104 - Carolyn Dawkins, David Yurman

Earned: Unlocking the Power of the Creator Economy

In Ep. 104 of Earned, we sit down with Carolyn Dawkins, CMO of luxury jewelry company David Yurman. We start the episode by diving into Carolyn’s career trajectory and unpacking her learnings from “finishing school” brands like P&G, L'Oréal, Google, and The Estée Lauder Companies. We explore how Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition, and Carolyn discusses her approach to executing fewer, higher impact brand campaigns (like David Yurman’s Sculpted Cable campaign with Sofia Richie Grainge). Carolyn reveals her mission to balance “heritage and heresy” at David Yurman—honoring the brand’s legacy while also surprising and delighting the modern consumer on platforms like TikTok. Next, Carolyn shares her process for getting to the core essence of a brand, and explains how the key elements of David Yurman are its creativity, innovation, commitment to craft, and family-run roots. To close the show, we discuss David Yurman’s approach to working with creators, before Carolyn shares her advice to others looking to achieve a similar career path.

In this episode, you will learn:

1. How David Yurman successfully intertwines heritage with heresy to create a compelling brand experience for their modern consumer

2. How Carolyn uses data and analytics to understand consumer behavior and build better pattern recognition

3. David Yurman's approach to working with creators to bring luxury into the real world

Resources:

• David Yurman - https://www.davidyurman.com/

Connect with the Guest(s):

• Carolyn’s LinkedIn - https://www.linkedin.com/in/carolyn-dawkins-b0502330/

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ