CollectionsFeb 19, 2025
Swarovski’s NYC Flagship Celebrates Ariana Grande CollabCollectionsFeb 25, 2025
Michael B. Jordan Stars in David Yurman’s Spring Campaign
The company’s newest brand ambassador Eiza González will also be featured in the ads for the women’s campaign.
PHOTO Michael B. Jordan starred in David Yurman’s spring campaign wearing pieces from the brand’s “Chevron” collection.
PHOTO Eiza González is David Yurman’s new brand ambassador, as she stars in its spring campaign wearing pieces from the “Sculpted Cable” collection.
New York—David Yurman has released its new campaigns for spring 2025, one with actor, director, and producer Michael B. Jordan and another with its newest brand ambassador, actress and singer Eiza González.
In the men’s “Chevron” campaign, Jordan is seen wearing pieces from the collection of the same name with the Franklin D. Roosevelt Four Freedoms Park in New York City as the backdrop.
The campaign tells the story of a “modern man’s journey of self-expression and the pursuit of excellence,” said the brand.
Throughout the campaign’s images and video, the contrast of light and shadow is highlighted as Jordan walks with intention and determination as a symbolic nod to his film career and the Chevron collection.
Luxury fashion photography Tyrone Lebon photographed the campaign while Frank Lebon was the film director and Jason Bolden styled Jordan.
“Michael’s unwavering confidence and authenticity, both in front of and behind the camera, reflect his strong work ethic and character. Through this new campaign, we hope to inspire our audiences to follow the same passion that Jordan does in shaping his destiny,” said Evan Yurman, president and chief creative officer of David Yurman.
The “Chevron” collection originally launched in 2007, with bracelets, rings, and tags. It took inspiration from ancient architecture and art and flattened the cable motif David Yurman is most know for. It has become a staple design for David Yurman’s men’s collections.
In the men’s “Chevron” campaign, Jordan is seen wearing pieces from the collection of the same name with the Franklin D. Roosevelt Four Freedoms Park in New York City as the backdrop.
The campaign tells the story of a “modern man’s journey of self-expression and the pursuit of excellence,” said the brand.
Throughout the campaign’s images and video, the contrast of light and shadow is highlighted as Jordan walks with intention and determination as a symbolic nod to his film career and the Chevron collection.
Luxury fashion photography Tyrone Lebon photographed the campaign while Frank Lebon was the film director and Jason Bolden styled Jordan.
“Michael’s unwavering confidence and authenticity, both in front of and behind the camera, reflect his strong work ethic and character. Through this new campaign, we hope to inspire our audiences to follow the same passion that Jordan does in shaping his destiny,” said Evan Yurman, president and chief creative officer of David Yurman.
The “Chevron” collection originally launched in 2007, with bracelets, rings, and tags. It took inspiration from ancient architecture and art and flattened the cable motif David Yurman is most know for. It has become a staple design for David Yurman’s men’s collections.
“I am inspired by the way David Yurman stays true to itself while continuing to evolve,” said Jordan.
“From David to Sybil’s artistic partnership with each other, to their ongoing collaboration with their son Evan, I look forward to continue working alongside a brand that values vision and innovation.”
Jordan began partnering with David Yurman in 2024 when the brand launched its first men’s high jewelry collection, named “The Vault.”
Jordan stars in the upcoming film “Sinners,” and, following his directorial debut with “Creed III,” will work on “The Thomas Crown Affair” for Amazon MGM Studios.
David Yurman’s spring 2025 men’s Chevron campaign launched on Feb. 12 on the David Yurman website and across its social media channels.
The brand also welcomed Mexican actress and singer Eiza González as its new ambassador.
She is seen in the brand’s spring 2025 women’s “Sculpted Cable” campaign alongside brand ambassador, model, and actress Iris Law.
The campaign shows the two wearing pieces from the “Sculpted Cable” collection while posing in front of the Solomon R. Guggenheim Museum in New York City, a historic landmark with curves that nod to the design of this collection.
The Sculpted Cable collection was inspired by the iconic cuff that David Yurman first designed for his wife Sybil Yurman, and has been reimagined with a wavelike pattern.
“As we continue to innovate and evolve the hero cable design that has defined our brand for 50 years, we strive to draw further inspiration from the arts,” said Evan Yurman.
“As a brand founded by two artists, we are always rooted in the design and craftsmanship of what makes our styles unique. Getting to shoot this campaign with Eiza in such an iconic New York City landscape was such a special experience and perfectly represents the intention that this collection embodies.”
González and Law tell the story of a “modern woman who sculpts her own path though life against all odds,” said the brand, as González becomes the subject of her own journey of self-discovery.
“The greatest creatives in the world have sculpted their own paths,” said González.
“When I left my hometown to move to America to expand my career, it was a challenging leap of faith, but it was the best decision I’ve ever made. It is so important to design your future.”
The images and videos in this campaign were also shot by Tyrone Lebon and directed by Frank Lebon. González was styled by editor and stylist Elizabeth Saltzman.
The actress, known for her roles in “Baby Driver” and “Fast & Furious Presents: Hobbs & Shaw” is set to star in Guy Ritchie’s upcoming film “Fountain of Youth and Ash” later this year.
The spring 2025 women’s Sculpted Cable campaign launched on Feb. 14 on the David Yurman website and across the brand’s social media channels.
Editors' Picks
Sponsored by
More on Collections
The Latest
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More JewelryThe time to start experimenting with video content is now, writes columnist Emmanuel Raheb.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
SourcingMar 21, 2025
BrankoGems To Hold Conference in MontanaThe event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ RingAfter the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800sBreitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.
