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
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
