Jewelry & Watches
“ I believe luxury is over…
it is now about the difference between looking good and feeling good”
John Hardy, Chairman, John Hardy
John Hardy
American jeweler John Hardy has announced a significant initiative which may have wider repercussions for other brand: a plan for ‘sustainable advertising’. Hardy is based in Bali and has long had a high awareness of ‘eco’ issues but admits he was spurred on by seeing An Inconvenient Truth.
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Having recently increased his magazine advertising to a level of 150 pages in 2006, the jeweler was concerned about the environmental impact.
His solution is to use an outside agency, the IS (Institute for Sustainable Communication), to estimate the amount of CO2 emitted, although only a single US magazine, InStyle, was able to provide the data required, which could extrapolated for the others. The 150 pages of advertising across 25 publications was shown to use a surprising 406 metric tones of paper. The printing and distribution process produced 451 tones of CO2.
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An equivalent area of bamboo has been planted on Nusa Penida, a de-forested Balinese island, at a cost of less than 1% of the advertising budget. John Hardy told Luxury Briefing, “ I believe luxury is over. We have discovered a new term, call ‘authenticity’. It is about the difference between looking good and feeling good.”
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