MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryMajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown
The basketball stars wear men’s jewelry from the “Curb Chain” collection.
Basketball stars Carmelo Anthony (left) and Jaylen Brown star in the new David Yurman campaign.
New York—David Yurman has teamed up with basketball stars Carmelo Anthony and Jaylen Brown for its new men’s campaign.
The new campaign, led by creative director Set Free Richardson, highlights pieces from the “Curb Chain” collection.
With the latest ads, the brand is looking to solidify its position as a go-to for men’s chains and other jewelry.
"We are thrilled to collaborate with Carmelo and Jaylen, two incredible athletes who exemplify leadership, style, and dedication," said Evan Yurman, president of David Yurman.
"Their ability to inspire both in the game and in culture makes them the perfect ambassadors for our brand. Jewelry is an extension of personal style, and they wear it with authenticity and confidence."
Related stories will be right here …
The new campaign, led by creative director Set Free Richardson, highlights pieces from the “Curb Chain” collection.
With the latest ads, the brand is looking to solidify its position as a go-to for men’s chains and other jewelry.
"We are thrilled to collaborate with Carmelo and Jaylen, two incredible athletes who exemplify leadership, style, and dedication," said Evan Yurman, president of David Yurman.
"Their ability to inspire both in the game and in culture makes them the perfect ambassadors for our brand. Jewelry is an extension of personal style, and they wear it with authenticity and confidence."
Styled by creative director Khalilah Beavers, Anthony, now retired from the NBA, stars in the campaign alongside his son, Kiyan, who is looking to follow in his footsteps.
They two play a game of pool and talk about life, basketball, and striving for greatness.
Carmelo Anthony (right) with his son, Kiyan (left), and David Yurman President Evan Yurman (center)
"David Yurman embodies the perfect blend of craftsmanship and timelessness," said Anthony.
"I've always gravitated to unique pieces that tell a story, and these collections truly reflect that level of artistry and narrative.”
Brown was styled by duo Wayman and Micah. In the campaign, the Celtics player plays chess with his grandfather, Willie Brown, as they discuss what it takes to succeed.
Jaylen Brown and his grandfather, Willie, play chess in the new David Yurman campaign.
"Jewelry is a statement—it's about energy and presence," said Brown. "David Yurman's designs allow me to express myself and show up elegant and timeless."
The new David Yurman campaign will be shared via social media as well as via ad placements throughout the year.
Editors' Picks
Sponsored by
More on Majors
The Latest
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
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.
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
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.
