It was a fitting setting at the Hollywood Athletic Club in Los Angeles for David Yurman’s launch party celebrating its partnership within the National Basketball Association.
The fine jewelry brand toasted its new men’s campaign with global ambassadors and professional basketball players D’Angelo Russell of the L.A. Lakers, Kyle Kuzma of the Washington Wizards and Jalen Green of the Houston Rockets.
The party brought out a mixed crowd across entertainment and sports. There were singers Victoria Monet and Teyana Taylor; “Outer Banks” actors Chase Stokes and Drew Starkey; actress Draya Michele; basketball players Paul George of the L.A. Clippers and Kahleah Copper of the Phoenix Mercury; American motorsports race driver Toni Breidinger; fashion stylist Kesha Mcleod, known for her work with Serena Williams; celebrity hairstylist Chris Appleton, along with a slew of influencers and TV personalities including Ciara Miller of “Summer House,” Tyler Cameron of “The Bachelorette” and content creator Tezza Barton.
Looking to position itself in men’s jewelry, David Yurman’s roster of new brand ambassadors is seven in total, including Jaime Jaquez Jr., Kevin Love, Josh Hart and Seth Curry.
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To amplify the partnership, the brand has released a three-part series featuring interviews with Russell, Kuzma and Green highlighting their careers and personal journeys. The film — available on DavidYurman.com and across the brand’s social channels — showed on loop at the event, which displayed the brand’s signature men’s collections: Curb Chain, Chevron and Spiritual Beads.
“We wanted to find partners that men look to as style icons,” Carolyn Dawkins, chief marketing officer at David Yurman, told WWD. “For women, they have so many different style icons that they look to whether it is influencers or celebrities. Men are different in terms of who they look to. The NBA has consistently risen out of the ranks to be the style sport. A lot of the players are name checked for this style, so [the partnership] was something that allowed us to show men’s jewelry style in a way that [consumers] find really compelling.”
