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.
More on Majors
The Latest
Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
