John Hardy is a jewelry brand that sells hand-crafted goods made by artisans on the island of Bali.
Its unique offerings – from bracelets and necklaces to rings and cufflinks – are a regular fixture at high-end department stores like Bloomingdale’s, Saks Fifth Avenue and Neiman Marcus. But, over the last five years, it has also built a direct-to-consumer business which today accounts for 25% of its business.
More specifically, a 7% share of its business is currently attributable to Affirm, a payments app that enables users to pay for purchases – in physical stores and on its ecommerce site...