CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
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.
More on Majors
The Latest
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
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.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
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.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
