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David Yurman recently debuted its new men’s campaign and three-part docuseries featuring NBA stars Kyle Kuzma, D’Angelo Russell, and Jalen Green at a Hollywood event last Tuesday. The launch event, held at The Hollywood Athletic Club, gathered athletes, entertainment and fashion industry insiders, and celebrities including Teyana Taylor, Victoria Monet, and Paul George. Guests enjoyed cocktails courtesy of Don Julio, hors d’oeuvres, and DJ entertainment in a reimagined historic gymnasium.
![OWN THE SPOTLIGHT KYLE KUZMA The star forward talks about what makes him a leader, the joy of the process, and embracing the public eye in “Own the Spotlight.” Watch the exclusive episode below. OWN THE SPOTLIGHTKYLE KUZMA
The star forward talks about what makes him a leader, the joy of the process, and embracing the public eye in “Own the Spotlight.” Watch the exclusive episode below.](https://frank151.com/wp-content/uploads/2024/07/Screen-Shot-2024-07-18-at-1.57.16-PM.png)
![Knicks guard Josh Hart wears the Evil Eye amulet ($375) among other David Yurman jewels.](https://frank151.com/wp-content/uploads/2024/07/Hart-Yurman.jpg)
The event showcased David Yurman’s signature men’s collections like the Curb Chain, Chevron, and Spiritual Beads, while the new docuseries played on loop. This campaign is part of David Yurman’s ongoing efforts to establish itself as a leader in men’s jewelry, paralleling the athletes’ dedication to their craft with the brand’s commitment to artistry and innovation.
![Jalen Green for David Yurman Men’s Campaign, Summer 2024 Jalen Green for David Yurman Men’s Campaign, Summer 2024](https://frank151.com/wp-content/uploads/2024/07/J_Green.jpg)
Founded in 1980 by sculptor David Yurman and his wife Sybil, the brand is now led by their son, Evan. Known for timeless yet contemporary designs, David Yurman’s new partnerships mark its first long-term collaborations with NBA players. Along with Kuzma, Russell, and Green, the campaign features Jaime Jacquez Jr., Kevin Love, Josh Hart, and Seth Curry.
![MINDSET IN MOTION JALEN GREEN The shooting guard talks about perfecting his craft, keeping a level head, and the evolution of his personal style in “Mindset in Motion.” Watch the exclusive episode below. MINDSET IN MOTIONJALEN GREEN
The shooting guard talks about perfecting his craft, keeping a level head, and the evolution of his personal style in “Mindset in Motion.” Watch the exclusive episode below.](https://frank151.com/wp-content/uploads/2024/07/Screen-Shot-2024-07-18-at-2.03.06-PM.png)
![Kyle Kuzma, D’Angelo Russell, Jalen Green, Jaime Jaquez Jr., Kevin Love, Josh Hart and Seth Curry all model the brand’s men’s jewelry in a three-part docuseries campaign](https://frank151.com/wp-content/uploads/2024/07/Kevin-Love-1.jpg)
“Our brand focuses on creativity and commitment to our craft,” said Carolyn Dawkin, CMO of David Yurman. “We wanted to work with talent who embody the New York mindset: committed to their craft, always seeing possibilities, and pushing toward their goals.”
![D'Angelo Russell for David Yurman Men’s Campaign, Summer 2024 D'Angelo Russell for David Yurman Men’s Campaign, Summer 2024](https://frank151.com/wp-content/uploads/2024/07/Screen-Shot-2024-07-18-at-1.58.55-PM.png)
The athletes are featured in a three-part docuseries directed by Jeredon O’Conner, highlighting their career journeys, style, and passion for basketball. The documentary launched on David Yurman’s website on July 9, with snippets posted to the brand’s and athletes’ Instagram accounts.
![THE PURSUIT OF EXCELLENCE D’ANGELO RUSSELL The point guard on shifting his mindset, the art of being present, and taking his tunnel fits to the next level in “The Pursuit of Excellence.” Watch the exclusive episode below. THE PURSUIT OF EXCELLENCED’ANGELO RUSSELL
The point guard on shifting his mindset, the art of being present, and taking his tunnel fits to the next level in “The Pursuit of Excellence.” Watch the exclusive episode below.](https://frank151.com/wp-content/uploads/2024/07/Screen-Shot-2024-07-18-at-2.02.16-PM.png)
“We wanted to give the athletes space to speak authentically so that people could see a more personal side of them,” Dawkin added. This initiative ensures connectivity between the athletes’ and David Yurman’s fan bases, leveraging data tools to identify consumer engagement and potential new audiences.
![Kyle Kuzma for David Yurman Men’s Campaign, Summer 2024 Kyle Kuzma for David Yurman Men’s Campaign, Summer 2024](https://frank151.com/wp-content/uploads/2024/07/Screen-Shot-2024-07-18-at-1.52.35-PM.png)
The men’s luxury fine jewelry market, valued at $7.3 billion in 2023, is growing at an annual rate of 7.3%, outpacing the women’s market. Major retailers have reported robust growth in men’s jewelry, driven by evolving preferences and a shift towards gender-fluid expression. NBA stars like LeBron James and Kevin Durant have popularized elaborate jewelry trends, further boosting the market.
The chosen talent for the campaign has a history of fashion partnerships: Kuzma with Puma and Fear of God, Russell with Adidas and Versace, and Green with Adidas and Bbc Icecream. Since its debut, David Yurman has sold over 1 million units of its Cable design and continues to innovate in the jewelry industry.
![Pictured: Pro Basketball Player Jaime Jaquez Jr.](https://frank151.com/wp-content/uploads/2024/07/GGtghcIXsAAke-Q-scaled.jpg)
Explore David Yurman’s new men’s campaign and docuseries on davidyurman.com and across social media channels throughout the summer and fall.