As the jewelry brand introduces its first collection codesigned with the musicians, CEO Matt Tepper and creative chairman Reed Krakoff discuss gains in lab-grown diamonds, men's jewelry, gold and wholesale.

John Hardy is expanding its creative partnership with Billie Eilish and Finneas O’Connell, bringing the Grammy-winning siblings into the design process as the jewelry brand gains momentum across several key categories and sharpens its approach to wholesale.

The Billie Eilish & Finneas Collection marks the next chapter of a relationship that began with the musicians serving as ambassadors for Lovestruck, the brand’s lab-grown diamond collection. Developed with creative chairman Reed Krakoff and design teams in New York and Bali, the assortment splices the siblings’ contrasting aesthetics with John Hardy’s longstanding tradition of handcraft.

The collaboration is part of a broader strategy to introduce the 50-year-old house to new consumers while building on recent commercial gains.

“That’s really what we want to do is create brand awareness and introduce John Hardy to a new consumer group,” said Matt Tepper, chief executive officer of John Hardy.

Sustainability was the initial point of connection, with the musicians drawn to the brand’s history of reclaimed materials and environmental initiatives. But the partnership has evolved beyond an ambassadorship and dressing into a creative exchange.

“The fact that John Hardy uses only reclaimed metals — and any scraps from pieces that they are making, they then reuse in their next pieces — this was hugely appealing to us. Their workspaces in Bali also run off of renewable energy,” O’Connell told WWD.

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