John Hardy unveils new pop-up at SOGO Kai Tak

John Hardy, a jewellery brand founded in Bali in 1975, has unveiled a pop-up at SOGO Kai Tak in Hong Kong. This expansion is part of the brand's strategy leading up to its 50th anniversary in 2025 under creative chairman Reed Krakoff.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from John Hardy said the aim of the expanded and refreshed presence in the new leisure landmark in the heart of Kowloon is to bring exceptional shopping experience to cater customers from the district and beyond through its jewelries and store.

This new location promises to elevate the retail experience with warm hospitality, immersive design, all while celebrating the brand's commitment to sustainable luxury. It targets women who are innately confident when it comes to remixing timeless luxury in modern ways, as well as men who seek designs that embody natural forms and timeless strength to reflect the quiet confidence that they're known for.

The SOGO Kai Tak opening marks a significant milestone in John Hardy's journey, inviting customers to discover a unique fusion of artisanal excellence and modern elegance at the heart of Hong Kong.

The store design pays homage to Bali with a prominent visual of the Naga dragon, the mythical creature that has long symbolized eternal love, prosperity and protection for the Balinese people and is a recurring theme in a number of John Hardy designs.

The storefront, which features large floor-to-ceiling windows, allows the entire shop to be filled with natural light while gradient shades of the brand’s signature marigold orange hue create a fresh and welcoming ambience, according to the release. 

Krakoff said: “The new design was road-tested in our Soho flagship store that opened last September. We redid everything: the packaging, the branding, the retail shopping experience. Everything has a direct connection to the spirit of the brand, but it’s more refined after a year. Everything felt crafty before and literal. We jump off from that craft aesthetic and go from there to Hong Kong.”

Done in partnership with local agency PLUG Hong Kong, the new pop-up store has adopted an “always-on” PR approach to drive brand desirability and fashion credibility with lifestyle or fashion media and influencers.​ 

This aims to help the brand generate new leads and uplift sales with offline activations and promotions in both SOGO Causeway Bay and Kai Tak stores, as well as maintaining the brand iconicity “Sustainable luxury since 1975”, said the spokesperson.

The shopping experience has also been re-imagined to be comfortable, relaxed and informal, inviting customers to linger and play with the pieces they are considering.

A frameless table glass display with two-sided mirrors and a separate table for serving beverages and conducting workshops allow for exploration and experimentation. In keeping with John Hardy’s commitment to sustainable business practices, the brand’s packaging has also been redesigned using 100% Forest Stewardship Council recycled paper.

The store will offer the latest coveted pieces, including an expanding array of gold and diamond designs that cater to fans of jewelry with an effortless vibe. 

Derived from the Balinese word for "Dragon”, Naga represents love, protection, and prosperity. This legendary motif has been part of the John Hardy assortment for over a decade, sculpted and carved by hand in 100% reclaimed silver and gold, complemented by hand-set gemstone detailing.

The Naga Dragon, a cult favorite of the brand since 2007, showcases its handwoven craftsmanship from Bali in striking pieces such as a hinged cuff and a chain necklace adorned with diamond pavé accents and blue sapphire eyes. This iconic collection also features timeless dragon-inspired designs, including a ring, curb link bracelet, and a pendant on a box chain necklace. To commemorate the opening, first-time buyers at the new location will receive a unique Naga Dragon pin as a token.

Beyond the Naga Dragon, the store also features Spear, a modern evolution of the signature icon chain, which incorporates a unique flex design that integrates traditional handcraft techniques and innovative engineered components.

The store will showcase a number of pieces from the collection, including a flexible cuff with black rhodium, and a bypass flexible cuff in 14k gold and silver with diamond pavé, both of which are made with 100% reclaimed silver. 

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