John Hardy opens refreshed SoHo flagship spotlighting Lovestruck diamonds, Balinese craft

If you are buying a diamond gift and do not want to guess from a screen, John Hardy’s new 1,800-square-foot SoHo flagship makes the case in person. The refreshed store opened at 147 Spring Street on Wednesday, April 16, 2026, replacing the brand’s nearby Prince Street address with a space built to show how the label wants to sell luxury now: more open, more flexible and anchored by its first diamond-focused collection.

Reed Krakoff, who joined John Hardy as creative chairman in 2022 after helping shape Coach and Tiffany & Co., pushed for the move rather than a renovation. His argument was simple: Spring Street sits amid a concentration of luxury brands, and the jewelry deserved a setting that felt elevated without slipping into anything fussy, stuffy or traditional. That idea shows up immediately in the store design, with large glass windows, marigold accents and a layout that leads shoppers from key collections at the front to a men’s area, then into Lovestruck, with a back space that can shift between artisan-series presentations, collaborations and new categories.

The store’s opening installation does as much selling as the cases do. A 10-foot sculpture of a Spear bracelet and a 25-foot hanging bamboo installation from Bali turn the boutique into a kind of three-dimensional brand thesis, reminding shoppers that John Hardy still trades on the island craft identity it has built since its founding in 1975. By 2025, the company had reached its 50th anniversary, and Lovestruck was launched in part to mark that milestone.

For gift buyers, Lovestruck is the part to pay attention to. It is John Hardy’s first-ever lab-grown diamond line, built around four proprietary cuts and pieces that are easier to place than a big statement cuff but still feel expensive enough to matter. The lineup includes stackable rings, surf-chain pendants and an ear cuff. On the brand’s site, a JH Lovestruck ring in gold with .75 carat total weight is priced at $2,100, while a sterling silver pendant necklace with 3.25 carats is $4,950 and an ear cuff in gold with 1.75 carats is $3,850. That puts the collection squarely in the realm of serious occasion gifting, but not at the farthest edge of high jewelry.

The collection also carries John Hardy’s newer sustainability pitch: lab-grown diamonds set in reclaimed precious metals and produced in facilities powered by 100 percent renewable energy. The brand has tied the launch to Billie Eilish and Finneas O’Connell, and pledged support for Support+Feed, which gives the line a little more cultural pull than a typical diamond debut. If the old SoHo store was about introducing the brand’s brighter retail reset, the new Spring Street address is about giving shoppers a better way to choose a meaningful diamond gift before they spend.