David Yurman is celebrating his first men’s fine jewelry collection with a new advertising campaign.
The luxury jewelry brand has tapped actor Michael B. Jordan to be the face of a series of ad campaigns called “The Vault,” kicking off his appointment as a global brand ambassador.
The sporty style Jordan showcases in the ad is from a 30-piece fine jewelry collection, which includes necklaces, bracelets, rings and cufflinks made from gemstones such as tanzanite, rubies, sapphires, black opals, emeralds and diamonds, set in 18 karat white and yellow gold. The campaign was photographed by Tyler Mitchell and styled by Jason Bolden.
David Yurman officially entered the world of men’s jewelry in 2004, releasing one-off high jewelry pieces in this category, and “The Vault” is his first complete high jewelry collection. Prices for the collection range from $50,000 to $325,000 and are available by appointment only at select David Yurman stores.
“We call it ‘The Vault,’ which really refers to the exclusivity and specialness of these pieces,” said Evan Yurman, the brand’s president and chief creative officer. “A lot of[the pieces]when I’m done, I put them in my vault and I’m almost reluctant to sell them because I love them so much. In a way, they’re personal pieces that I’ve poured my heart and soul into. – the artistic, creative and technical knowledge that goes into making jewelry – so they are the highest form of men’s jewelry we can make. ”
Gold and ruby bracelet from David Yurman’s men’s fine jewelry collection.
Courtesy of David Yurman
He explained that the series draws on many of David Yurman’s iconic design codes, such as his Cable and Chevron series. Yurman combines these styles with inspiration from Art Deco architecture to create pieces like a yellow gold link bracelet embellished with rubies or a link bracelet embellished with black diamonds.
He also highlighted a key piece in the collection, a diamond signet ring, which he explained features an “invisible setting” designed to give the style “the essence of ice.”
The executive explained that he’s seen growing demand for the fine jewelry line among the brand’s male customers, as interest in the overall men’s jewelry category has grown over the past decade. He believes that items such as chains, signet rings, pendants and amulets are popular styles among today’s customers.
“It starts with very traditional cufflinks, (wedding) rings and classic chains,” he said. “Then we were able to move to more signet rings in different materials like titanium and black diamond, and then evolve into more classic diamond items — more fashion pieces and more creative styles that tell a story.”
Yurman said the brand releases new men’s fine jewelry every year, focusing on telling stories and highlighting unique gemstones
“There’s a gap in the market for men to have something really important, like they have a really important watch,” Ullman said. “There’s really nothing like this in the jewelry market.”