John Hardy makes Billie Eilish and Finneas designers of a jewelry line

John Hardy is bringing Billie Eilish and Finneas O'Connell into the design process. The Billie Eilish & Finneas Collection, the house's first codesigned with the Grammy-winning siblings, follows their earlier role as ambassadors for Lovestruck, the brand's lab-grown diamond line.

Creative chairman Reed Krakoff developed the assortment alongside design teams in New York and Bali. Chief executive Matt Tepper framed the collaboration as an awareness play for the 50-year-old house: "We want to create brand awareness and introduce John Hardy to a new consumer group."

Sustainability brought the siblings to the table. Finneas O'Connell said the brand's use of only reclaimed metals, and its habit of reusing scraps from one piece in the next, was hugely appealing to them, as was the fact that its Bali workspaces run on renewable energy.

What the collection contains

The collection splits into two expressions. Wildflower, inspired by Eilish's song, turns floral forms into sterling silver pieces accented with lab-grown diamonds. Screwball goes industrial, with sculptural chains, spherical hardware and piercing-inspired details.

Krakoff sees the pairing as the whole point of a collaboration: combining the strengths and attitudes of both sides until something new emerges that still feels like John Hardy. The tension between softness and strength, he said, already belongs to the house's design vocabulary.

The work also surfaced a private side of Eilish's style. Where her stage persona runs to oversize chains and substantial jewelry, she told Krakoff she gravitates toward more delicate pieces in her everyday wardrobe, a duality the collection reflects throughout.

Jewelry has always been an enormous part of how she expresses herself, Eilish said, and she has always loved a simple pendant. The collaboration, she added, was the perfect chance to make pieces bearing different kinds of wildflowers.

Lovestruck and the numbers behind it

Lovestruck now accounts for about 10 percent of John Hardy's overall business. After roughly a year and a half on the market it ranks among the top 10 collections, despite limited wholesale distribution, and Tepper said the company sold out of a bunch of styles multiple times.

Heishi Lovestruck is a particularly strong seller with new and existing customers alike. Its performance has encouraged the company to explore additional applications for lab-grown diamonds, rather than treating them as a one-collection experiment.

Krakoff treated lab-grown diamonds not as a lower-priced alternative to natural stones but as a design language, developing proprietary freeform cuts and settings. He described John Hardy as the first heritage brand to design a custom-cut, unique setting with lab-grown diamonds, though that was not the initial idea.

Men's jewelry accounts for about 20 percent of sales, and Krakoff says the category has doubled since he joined. Men, he said, look at it as buying an accessory, so customers buy multiple bracelets, often coordinated with watches.

Precious metals paired with rubber and leather reinforce the brand's casual sensibility and set it apart from more formal men's jewelry. Gold has grown substantially over three years, Tepper said, with mixed-metal designs strong as higher gold prices influence what shoppers buy.

Krakoff pointed to customers spending $5,000 to $10,000 on gold pieces, while Tepper said individual pieces priced at $20,000 to $40,000 sell even through e-commerce. In the Artisan Series, a recent assortment of colored gemstone cocktail rings sold out.

Wholesale and where the brand goes next

John Hardy is now in nearly 40 Nordstrom doors, having added about 10 locations over the past six months, and Bloomingdale's has added doors too. Among independent retailers, the executives said, sell-through is increasing at double-digit rates.

Tepper credited a more analytical approach to merchandising, with tailored assortments for key partners instead of one product mix across doors. Krakoff added that fixtures and retail presentation are an important expression of the brand's evolving identity.

The U.S. remains the primary focus for expansion across wholesale and direct-to-consumer, with the Caribbean and Indonesia also flagged as growth opportunities. The company will return to the Couture jewelry trade show in 2027. Krakoff: "Price isn't a barrier when it's something they fall in love with."