Case Study: John Hardy – Interim Leadership & Digital Channel Execution

Case Study: John Hardy – Interim Leadership & Digital Channel Execution

A close-up image of a person with their hand touching their chin, appearing deep in thought. The person is wearing an orange jacket and a John Hardy bracelet on their wrist. The background is a solid light blue color.

Case Study

Revitalizing an Artisan Jewelry Brand through Effective Leadership



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. 


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.


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. 


Related Chameleon
Team Members

Farzana Nasser

Farzana Nasser

VP Digital/Growth Marketing

Brittney Kleinfelter

Brittney Kleinfelter

Search Marketing Director

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