Press Releases

Julianne Moore, Adwoa Aboah Reveal New John Hardy Brand Platform

Published

7 years ago

October 17, 2017

INSTORE Staff

It’s called ‘Made for Legends.’

(Press Release) John Hardy has launched a new brand platform and advertising campaign featuring Julianne Moore and model/activist Adwoa Aboah.

The “Made for Legends” campaign celebrates dramatic, powerful and inspiring women, as brought to life by these strong females of character and substance, demonstrating the power of jewelry as a means of expression. INSTORE Aboah

Adwoa Aboah

Aboah and Moore lead the “Made for Legends” platform with their shared values of purposefulness, passion and fearlessness — Moore through her storied multi-decade acting career and role as a mother, and Aboah through her authentic voice in activism, particularly with her organization Gurls Talk.

The campaign was shot by celebrated photographers Luigi Murenu and Iango Henzi with make-up artist Gucci Westman, all under the creative direction of MATTE Projects.

“Your legacy is more than what you’ve accomplished – it’s your story, your myth,” Moore said.

Aboah stated: “Vulnerability to me is pure strength. Self-love, that’s really powerful – I love the idea of gifting yourself. I cover myself in jewelry; I’m obsessed. Jewelry feels like it has got some soul — it’s not afraid to be different. It’s legendary.”

Jas Rewkiewicz, creative director at MATTE, said, “We were inspired by the spirit of John and Cynthia Hardy and the strength of the John Hardy woman. ‘Made for Legends’ is a call for women to live on their own terms and build their legend – embodied by modern day icons, Julianne Moore and Adwoa Aboah. Masterfully lensed by Luigi and Iango, the campaign is made to cut through the noise: where jewelry advertising often plays it safe, we weren’t afraid to be dramatic, inspiring and powerful.” INSTORE Moore 2

Moore

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”