John Hardy is expanding its retail footprint with a new concept store.
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The jewelry label helmed by creative chairman Reed Krakoff is opening a new storefront in Rockefeller Center in early October. The 368-square-foot storefront will be open for roughly six months.
“It’s kind of, no pun intended, a jewel box of a space,” Krakoff said. “The idea was to create a space that from the outside, the visual presentation is quite eye-catching, and it has a bit of a narrative to it. It will both visually and through still photography and the installation in the window, really tell people a lot about John Hardy and the history of the brand.”
The storefront will be designed with an emphasis on visual merchandising in a way that’s unique to John Hardy’s fleet of global retail locations. Krakoff stated the brand chose the Rockefeller Center location for its heritage and high traffic of locals and tourists.
The location is also close to Tiffany & Co.’s flagship, where Krakoff was formerly the head of design, and Todd Snyder’s storefront, whom Krakoff has collaborated with on a jewelry collection .
“We try to tailor each [John Hardy store] to the environment and make each one special, whether it’s limited-edition products, the interior, the appearance and the way the store feels,” Krakoff said. “We make it different, so consumers that have visited our stores before have a new experience, but also something that’s appropriate for that environment, that time of year and that location.”
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John Hardy’s Rockefeller Center store will exclusively offer the brand’s new Black Sand jewelry collection, which offers 12 pieces created with black and white diamonds. The collection ranges in price from $895 to $6,900.
The location will also feature exclusive styles from John Hardy’s bestselling Spear collection, as well as a selection of John Hardy’s popular styles.
Throughout the six months, the brand will rotate the store’s assortment to spotlight new collections or categories .
“It’s definitely a type of laboratory workshop that we can introduce new concepts and that we can find new approaches to the business, whether it’s through assortment or merchandising or introduction,” Krakoff said. “It’s a place that we can test a lot of different things that are both interesting to the consumer, but also we’ll get a lot of learning from as well.”
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