SurveysJul 09, 2025
Jewelry Stays Strong as Luxury Market Slows, Bain & Co. Says Turbulence will be the new baseline for luxury as it faces its biggest potential setbacks in 15 years, a recent report said.
MajorsSep 25, 2018
John Hardy Re-Enlists Model and Activist for New Campaign
Adwoa Aboah stars in the second installment of the “Made For Legends” jewelry marketing campaign.
The new John Hardy campaign stars model Adwoah Aboah, who first began working with the jewelry brand last year.
New York—Last year, John Hardy launched the “Made for Legends” campaign, a celebration of inspiring women who embrace their individuality, and the brand is continuing that message in its fall 2018 ads.
British model and social activist Adwoa Aboah, who appeared in the inaugural jewelry marketing campaign alongside Julianne Moore, fronts the new Made for Legends ad, and she perfectly embodies John Hardy’s current muse: a woman who is unapologetically unique and doesn’t conform to traditional notions of beauty.
Hardy’s inspiration is meant to appeal to the women who reward themselves for their successes, rather than waiting to be gifted jewelry.
And just like the fall/winter collection, which combines “organic stones” with classic John Hardy motifs and precious metals, the new pieces convey a “perfectly imperfect” attitude meant to resonate with the contemporary female customer.
John Hardy CEO Robert Hansen said: “Our ‘Made for Legends’ platform continues to champion the importance of individuality and harnessing unique artisan handcrafted jewelry as a tool for self-expression.
“As a brand with a commitment to positive social change, sustainability and artisan communities, we are honored to evolve our relationship with Adwoa. She is a soulful change agent with a creative voice, reflected through her boldly expressive attitude towards jewelry and is a proactive community builder using her platform to uplift others.”
Aboah’s striking personal style and unapologetic embrace of the physical features that make her unique have made her a rising star in the fashion industry.
But the British model wasn’t content to simply play muse. She also created Gurls Talk, a foundation to empower young girls through development of a positive self-image.
John Hardy Chief Marketing Officer Suzanne Hader explained of the choice to work with Aboah, “Our second phase of Made for Legends drew inspiration from Adwoa herself—she is powerful, dramatic and inspiring. We see her as a muse for our brand, both in how she wears jewelry as well as how she shows up in the world as a leader.
“Legends, to us, are optimistic and creative, yet very grounded in the real. They find strength in where they come from, but also in their continued evolution. We expressed this visually by showing Adwoa walking into daylight, grounded in a midnight-blue Bali evening sky. She feels relaxed, but the duality explodes with the energy of her purity and our signature maximalist styling.”
In the campaign, Aboah wears pieces from the Classic Chain collection,
featuring what John Hardy calls “hand-cut power rocks,” as well as pieces form the new Asli Classic Chain Link range.
The pieces on offer for the fall/winter 2018 season are, as always, handcrafted at the brand’s Ubud, Bali workshop by master artisans who employ techniques passed down through generations.
The second Made for Legends campaign will be featured online and in print publications throughout fall 2018.
The pieces on offer for the fall/winter 2018 season are, as always, handcrafted at the brand’s Ubud, Bali workshop by master artisans who employ techniques passed down through generations.
The second Made for Legends campaign will be featured online and in print publications throughout fall 2018.
The Latest
Policies & IssuesJul 09, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
Supplier BulletinJul 09, 2025
JCK Unwrapped: Trends, Insights & Post-Show TipsSponsored by Rio Grande Jewelry Supply
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJul 09, 2025
Cece Jewellery’s New Fruit Jewels Celebrate Life’s SweetnessThe “For the Love of Fruits” collection features five fruit pendants, each holding a different meaning.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJul 09, 2025
The Most-Read Stories of 2025, So FarDiamonds and crimes (some involving diamonds) top the list of National Jeweler’s most popular stories halfway through the year.
SourcingJul 09, 2025
Florida Couple Finds 3-Carat Diamond in ArkansasThey discovered “The Dash Diamond,” named for their dog, at the Crater of Diamonds State Park earlier this month.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CollectionsJul 08, 2025
Mikimoto’s High Jewelry Collection Turns Pearls into PetalsThe “Les Pétales” collection imagines roses caught mid-bloom as a tribute to nature’s beauty.
ColumnistsJul 08, 2025
Peter Smith: Why Jewelers Struggle With Premium PricingLuxury brands charge thousands for their shoes and handbags. Jewelers pricing diamond products should take note, Peter Smith writes.
IndependentsJul 08, 2025
David Rotenberg of David Craig Jewelers Dies at 79Rotenberg was an active member of the American Gem Society and an accomplished appraiser who also worked with therapy dogs at a hospital.
TechnologyJul 08, 2025
‘Diamond Divas’ Brings the Showroom to Social Media Reality SeriesIt follows New York-based brand Shahla Karimi Jewelry’s all-women team in “Say Yes to the Dress” meets “The Office”-style episodes.
Policies & IssuesJul 08, 2025
SMO Gold Launches New FoundationIn its inaugural year, the SMO Foundation will focus on supporting two organizations in West Africa and one in South America.
Policies & IssuesJul 07, 2025
Higher Tariffs Set to Take Effect Aug. 1, Officials SayThe announcement comes just as the 90-day freeze on the “reciprocal” tariffs nears its end, giving countries more time to negotiate.
CrimeJul 07, 2025
7 Suspects Charged in California Jewelry Store BurglaryPolice officers apprehended the suspects as they were allegedly attempting to gain entry into another jewelry store.
Events & AwardsJul 07, 2025
Applications Open for Ella Klein Internship The program, a collaboration between Julius Klein Diamonds and the Women’s Jewelry Association, is in its second year.
Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
