GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
TechnologyApr 06, 2017
How John Hardy is Stepping Up Its Omnichannel Game
The brand is using a new technology called Hero, which connects e-commerce customers to in-store associates.
New York--Capturing the consumer in the digital space is no longer just about making sure you have a web presence. These days, it’s increasingly important for retailers and brands to find a way to create one seamless experience among their brick-and-mortar stores, website and customers’ mobile devices.
Jewelry brand John Hardy is using a new technology that will virtually bring its e-commerce customers into the stores, so to speak.
The brand is working with Hero, an app that connects in-store retail associates with e-commerce customers through messaging, photos, videos and live video streaming.
Hero has been present in the European market for a few months now, where they’re seeing jewelry, apparel and homeware as the major categories employing the app, founder and CEO Adam Levene said.
Hero is new to the U.S. market and is launching here through this partnership with John Hardy.
The app connects e-commerce customers who might need assistance in real time to an associate in a boutique who has the product knowledge, is surrounded by the product and can take photos and videos, Levene said.
For store associates, Hero operates through an app on their smartphone.
When asked about how the app takes into account a store’s busy hours or associates’ unavailability, Levene compared it to Uber, in that it can be turned on and off from any associate based on whether or not they can help customers via Hero at the time.
From the consumer end, it’s as easy to use as accessing the store’s website. If an associate is available, Hero will be an option for them to connect while they’re on the site.
“We’re (also) doing some things behind the scenes as well where we’re able to detect busiest times on the website, and we can start to make smarter recommendations to the times during which associates should be available,” Levene said.
When asked how much it costs for retailers to use Hero, Levene said pricing depends on the number of stores, associates and volume of internet traffic but also metrics such as conversion rates of online sales.
John Hardy is launching Hero in all of its stores, starting with Houston and New York and extending to Los Angeles, as well as a possible international expansion for the brand to allow for access to associates no matter the time zone.
The brand said when it started using Hero, it saw quick results.
According to Audrey Yu, the company’s vice president of global digital, they saw a 10 percent increase in the number of sales online using Hero and a 44 percent increase in average order value.
“Hero has created something very special at a time when retailers, especially in the luxury space, are needing to champion innovative ways to bring the brand experience and high-touch service to where the clients are--online,” she said.
The results might not be surprising to anyone who’s been keeping up with the studies and stories of late emphasizing how important an omnichannel approach is for retail and how consumers tend to spend more when given more touch points with which to interact during the sales process.
Technology like Hero not only offers the opportunity to provide the same level of customer service online that a client would have in the store but also gives associates another chance to engage with clients.
Levene said they have found that the customer experience is best when the associates are not only very knowledgeable but also incentivized.
“We know that associates often see the dot-com site as a threat because they see the traffic of consumers is migrating from the brick-and-mortar store to online,” Levene said. “With Hero, the associates see the dot-com site as another opportunity.”
“Hero has created something very special at a time when retailers, especially in the luxury space, are needing to champion innovative ways to bring the brand experience and high-touch service to where the clients are--online,” she said.
The results might not be surprising to anyone who’s been keeping up with the studies and stories of late emphasizing how important an omnichannel approach is for retail and how consumers tend to spend more when given more touch points with which to interact during the sales process.
Technology like Hero not only offers the opportunity to provide the same level of customer service online that a client would have in the store but also gives associates another chance to engage with clients.
Levene said they have found that the customer experience is best when the associates are not only very knowledgeable but also incentivized.
“We know that associates often see the dot-com site as a threat because they see the traffic of consumers is migrating from the brick-and-mortar store to online,” Levene said. “With Hero, the associates see the dot-com site as another opportunity.”
More on Technology
The Latest
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
SurveysMar 02, 2026
Consumer Confidence Edges Up in FebruaryConsumers were somewhat less worried about the future, though concerns about rising prices and politics remained.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
