Revitalizing an Artisan Jewelry Brand through Effective Leadership

Challenge:

John Hardy, a New York-based luxury jewelry company, was founded in 1975, drawing inspiration from Bali’s rich jewelry-making traditions. Committed to creating beautiful, handcrafted artisan jewelry, John Hardy is deeply ingrained in Balinese values of community, artisanship, and sustainability. Traditionally, the company relied heavily on wholesale channels, which generated a major portion of its revenue. The challenge was to expand its reach, grow brand awareness, and increase direct-to-consumer revenue through online channels. 

Approach:

To address this challenge, Chameleon Collective deployed a team, led by a fractional head of performance marketing and supplemented with experts in paid channel execution. The team developed and implemented a comprehensive paid media strategy, which included bottom-up planning and goal setting. We spearheaded execution across all paid channels, including Facebook, Instagram, Pinterest, Search Engine Marketing, programmatic display, Connected TV, and affiliate marketing.

Impact:

Our strategic intervention and proficient execution led to a significant transformation in John Hardy’s online presence. The result was a twofold increase in the company’s online business, achieved profitably. Through our meticulous paid media strategy and execution, we facilitated a substantial rise in brand awareness and successfully drove direct-to-consumer revenue growth via online channels.