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John Hardy has enlisted a little model star power for its latest collection, a collaboration with Adwoa Aboah.

The collection was a creative partnership between Aboah and John Hardy creative director Hollie Bonneville Barden. It features gold chains strung with warm-hued stones. Designs, which range from $295 to $24,000 at retail, include drop-style earrings, body chains, choker necklaces and signet rings.

Robert Hanson, the brand’s chief executive officer, said: “The thing that is unique about women who love John Hardy is that they are confident, artistically expressive, self-purchasers. The essence of who Adwoa is was a perfect fit for the John Hardy brand.”

The collection’s launch was celebrated Tuesday night in New York, where John Hardy set a Balinese night market in a Chelsea events space. Guests were treated to Balinese snacks and craftsmanship demonstrations — all a nod to the brand’s Indonesian origins.

Aboah first worked with the label in 2017 as a participant in its “Made for Legends” campaign. “It was such a joy to work with them, it already felt like proper family vibes. For the campaign they were not only interested in me as a model, but also everything I have to say as a person as well,” she said.

Hanson explained that Aboah’s designs are “cross-generational.” This ties back to his strategy for the company, which aims to attract a new generation of consumers while also playing to the brand’s base.

“The most exciting and challenging aspect of this transformation is not attempting to change what John Hardy originally established. It’s about sharpening up the brand DNA. It’s about creating dramatic, inspiring collections for powerful women that are produced by female artisans and using sustainable materials. The essence of the brand is timeless and frankly perfect for today’s moment,” Hanson said.

The company has been gradually increasing its gold jewelry offering, particularly designs that incorporate precious and semi-precious stones. Over the last three years, this has elevated the brand’s average price point from around $700 to just over $900.

“You know we very carefully crafted a strategy to elevate our price point but not abandon price point categories. I think the biggest challenge is how do you maintain authenticity. It’s about isolating what makes a brand distinct and innovating from a position of truth,” Hanson said.

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