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 – using installments. This tool is also leveraged by, among others, direct-to-consumer players such as eyewear manufacturer Warby Parker, mattress firm Casper, fitness expert Peloton and shoewear company Tamara Mellon.

While Affirm represents a “relatively small percentage at present”, John Hardy believes that, with astute stewardship, “we can turn 7% into 14% and so on – which is something that we’re pushing quite hard,” Kareem Gahed, CEO of John Hardy, said at CommerceNext 2019, a conference held in New York City.