Renewed Vision

Hardy Brothers: an Australian exemplar reimagined.

AN AUSTRALIAN ICON since 1853, and this country’s oldest continually operating fine jeweller, Hardy Brothers will open its new Sydney flagship store with a complete brand transformation.

The new experience aims to modernise the brand, appealing to a fresh generation of luxury shoppers while remaining true to the Hardy Brothers’ heritage in an uncertain, digitalcentric market.

Hardy Brothers was an early adopter of digital transformation and relaunched a new website in December 2019, just before the world changed.

“Our initial expectations were to drive focus and traffic to our boutique experience and present a consistent brand message through our digital channels,” explained Alexander Bishop, Hardy Brothers Brand Manager.

The website launch was well executed and well rewarded as Hardy Brothers successfully navigated the digital transformation, earning support from multiple brands as an approved online retailer.

“Year to date, we’ve had phenomenal success.

“Online sales are up 25 per cent from last year and traffic has doubled, though we see a lot of conversion in the boutiques from site visits (those that are still open),” said Alexander.

Though Hardy Brothers’ heritage was redirected to appeal to a growing market of younger luxury shoppers, the move led to some uncomfortable conversations with the brand’s more traditional audience.

The challenge, therefore, was to make the brand relevant while selling the Hardy Brothers experience rather than simply products in an online store.

Hardy Brothers’ new mission post2020 was simple – convey its heritage and appeal more clearly to a new generation of luxury shoppers while maintaining the ideas, principles and values that define its history.

To do so, the fine jeweller focused on creating a unique Hardy Brothers experience and establishing a new chapter as the custodian of luxury jewellery in Australia.

“Design underpins everything we do, and we have an incredible history and legacy in that space,” said Alexander.

“As a custodian of luxury for over 165 years, we have a great responsibility to uphold the values our customers have come to expect from us over this time.”

The solution was to create a unique jewellery experience and destination.

The company appointed leading luxury branding and creative agency, 3 Deep, to revitalise its store design, beginning with the Brisbane flagship store concept and rolling it out across the country. 3 Deep identified six guiding principles that would allow Hardy Brothers to create meaningful engagement with its customers: artisanship, authenticity, consideration, individualism, creativity, and the extraordinary.

To integrate these guiding principles throughout all Hardy Brothers' touchpoints, its new-look stores artfully capture the venerated history of the brand and establish a space that prioritises thoughtful exchange.

From areas dedicated to the brand’s most extraordinary pieces to more public spaces that immerse customers in a fine jewellery journey, the boutique’s design delivers inspiring moments to elevate the in-store experience.

The pièce de résistance is the ‘Vault’ – a space for private viewings of the world’s most coveted diamonds and gems, thoughtfully designed and crafted by Australian artisans.

Hardy Brothers are the Southern Hemisphere's only fine jeweller to proudly hold the Royal Warrant and is simultaneously a select atelier for Argyle Pink Diamonds.

The space acknowledges the gravitas and drama of these honours.

“Our brand’s commitment to knowledge, luxury and craft is on full display,” said Alexander.

“Beyond aesthetic appeal, it allows us to increase engagement while celebrating the virtues and values we hold sacred.

“The design favours meaningful exchange over ephemeral commerce.

“It’s also about demonstrating what makes our brand unique while respecting our customers’ dreams and desires,” he added.

Hardy Brothers' Sydney flagship store will open in December this year, with other states to follow. hardybrothers.com.au