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)

Emili Vesilind

JCK Senior Editor