SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
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,
Editors' Picks
Sponsored by
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.
More on Majors
The Latest
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
