David Yurman Sues T.J. Maxx Over Purported “Dupes”

By Rob Bates | February 18, 2026

David Yurman is suing TJX—owner of the T.J. Maxx and Marshalls discount retail chains—alleging that they are selling “dupes” of Yurman jewelry that infringe on the designer’s copyrighted creations.

“Like many successful brands, David Yurman has had to confront the proliferation of ‘dupes’—copies of brand-name goods that are meant to look just like the authentic designer version but without the designer price tag,” David Yurman said in a complaint filed Feb. 11 in New York federal court. “The growing trend of dupes—where an artist’s hard work is slavishly copied by unscrupulous third parties—undermines the entire nature of creative design and expression.”

Yurman asserted in the court filing that TJX’s “imitations” are “virtually indistinguishable” from Yurman products, which has led some social media posters to “believe TJX is selling actual David Yurman products, though, upon information and belief, the TJX copies are made with far inferior materials.”

The Fashion Law, which first reported on the suit, said the case could be a major test of the so-called “dupe economy,” a growing trend that some brands now view as a threat to their business.

In a 2024 Guardian article, reporter Amelia Hill wrote that “dupe culture looks likely to become a permanent part of young shoppers’ habits, with ‘dupe discourse’ permeating every online medium, from YouTube and Instagram to digital magazine listicles and blogs….

“Even when Gen Z or millennials can afford to buy a genuine designer item, many still opt for a dupe instead: Nearly one-third of U.S. adults said they intentionally bought a dupe of a premium or luxury product.”

Hill noted that social media experts believe high-end brands should “lean in” to dupe culture and “see it as an opportunity to strengthen their brand and freshen up their cultural relevance.”

Yurman obviously feels differently, and some dupe fans are not happy. One person emailed JCK that “Yurman doesn’t sell [items] for $17. WTF!”

T.J. Maxx did not respond to an inquiry by press time.

Top: A purported “dupe” of David Yurman jewelry sold at a TJX retailer (photo from David Yurman’s legal papers)