David Yurman Is Now Selling on Mr. Porter

David Yurman is partnering with Mr. Porter, the men’s fashion offspring of Net-A-Porter, to sell pieces from its men’s silver collection—primarily bracelets.

WWD reported yesterday that Mr. Porter is the first purely e-commerce partner for David Yurman, which is a top-selling brand for countless independent jewelers and department stores including Saks Fifth Avenue and Nordstrom.

“We have been exploring other opportunities to service the rapidly growing appetite of the online customer,” Carol Pennelli, the company’s chief commercial officer, told WWD. “And what’s so remarkable about Mr. Porter is its global reach, as they ship to more than 100 countries worldwide. It also allows us to introduce the men’s collection to a global audience and present our jewelry in a larger men’s wear context.” (Pennelli added that the company would be open to exploring other online retail partnerships down the line.)

Evan Yurman, the brand’s chief creative officer, told WWD, “I’ve always been a fan of Mr. Porter, and it’s exciting to see our menswear pieces living in a broader style universe, not just among jewelry.”

(Top: David Yurman blackened silver chain bracelet, now on sale at Mr. Porter, courtesy of Mr. Porter)

JCK Magazine Editor


  • Jim Adair

    A brand bypassing the jewelers who actually built up the brand to sell direct to the public. Who would of ever thought this would happen in our industry…………..

    • Steve Weintraub

      This is just the beginning of the brands that jewelers build going direct. Wait & see who’s next

  • Shiv C

    Good for David Yurman brand I hope. Thank god we do not carry David Yurman.

    I think it is time we stopped carry such designer lines and do the complete designing in store. Create a new in store brand & then promote that in our city and online & maybe other jewellers in nearby towns with a promise it will not be sold online.

    I am sure more brands to follow soon.