Carmelo Anthony Confirms Truth Behind Debut Into $353.26 Billion Industry With David Yurman

Carmelo Anthony has always stood out when it comes to jewelry. Whether he’s sitting courtside or making an appearance on the world stage, Melo knows how to turn heads. Remember when he rocked that stunning Le Cauri Endiamanté Diamond Trés Grand Necklace at the 2024 Paris Olympics? Or when he teamed up with Tiffany & Co. From Olympic arenas to fashion runways, Melo transforms every chain into a statement piece. And now, it looks like a new chapter is unfolding, as Melo gears up for a high-profile venture alongside his son, Kiyan.

That next chapter kicked off in April, when Anthony officially made his debut in the luxury jewelry world. The 10-time NBA All-Star joined forces with David Yurman and entered the $353.26 billion jewelry industry, as of 2023, for a sleek and meaningful collaboration. Melo announced it on Instagram with a cinematic video of him and Kiyan shooting pool, a quiet nod to family legacy and generational style. The campaign highlights Yurman’s iconic ‘Curb Chain‘ collection and drops just months before Melo’s Hall of Fame induction this September. It’s all perfectly timed—but more than anything, it’s deeply intentional.

For Melo, this David Yurman collab was personal. Talking to PEOPLE, Melo opened up about why the partnership made so much sense to him. “There are household names, even when you’re young, you know?” he said. “David Yurman was just always a brand that just stood out [for its] high-class, fine jewelry. And the storytelling behind it is always exquisite.” To highlight narrative, Yurman tapped creative director Set Free Richardson and stylist Khalilah Beavers for the campaign visuals.

And Melo showed out. The Hall of Famer-to-be made it clear that his style isn’t about chasing trends—it’s about setting them. “I’m not a trendy guy. I see the trends and I understand the trends, but for me it’s like let’s set the trends,” he said. That’s where the magic of this collab really lives. “David Yurman pieces, they set the trend. They’re big, bold pieces that are timeless and tell a story,” Melo added. “That’s really why I think both brands, myself and David Yurman, were able to come together and create something like this—because we both have similar standards and morals and pillars.”

Melo treats accessories like statements, not extras. “My style [is a reflection of] just how I feel and the way that I want to express myself,” he told PEOPLE. For him, it’s not about throwing something on—it’s about setting the tone. “You’re really decorating the house,” he said. And with this David Yurman campaign, he’s doing just that.

From bold Curb Chain Necklaces in black titanium and rose gold to bracelets and rings set with cognac diamonds, every piece Melo wears carries intention. It’s not just style—it’s storytelling, done the Melo way.

A first for Kiyan and Carmelo Anthony

This collaboration is special for Melo in two ways. First, it marks his debut with a jewelry brand and his very first joint venture alongside his son, Kiyan. Second, the collaboration marks Melo’s brand debut—and Kiyan’s first foray into luxury partnerships, merging his urban-meets-vintage aesthetic with his father’s heritage. It’s clear that the Anthony family’s next generation of cool is already making its mark. And this collab feels like just the start of something really exciting.

The campaign itself tells a story beyond the jewelry. Melo posted a video on Instagram showing a relaxed game of pool with Kiyan, but the real highlight was the life advice Melo shared: “You want to be the best here in New York. You have to be willing to take chances and think outside the box.” He continued, “A lot of people don’t wanna take risks. And I think, for myself, I was able to take a lot of risks, and I see the same things within yourself.” This message carries weight, especially knowing Melo’s own journey—he played just one season of college ball before jumping straight to the NBA, setting a path Kiyan seems ready to follow as he commits to Syracuse’s basketball program.

The video gave us cool sneak peeks of their stunning jewelry, blending style with real meaning. Melo’s Instagram caption said it best: “Making an impact is about the risks you’re willing to take. Changing the game with @davidyurman and @kiyananthony.” Family support was front and center too—La La Anthony showed her pride with a simple, “Very proud 🔥🔥🔥,” cheering on her son.

This collaboration really shows Melo’s deep respect for unique craftsmanship, storytelling, and meaningful style all rolled into one.