SUMMARY
This study aims to discuss more the brand value proposed by John Hardy and how John Hardy as jewelry retail can be seen from each of these brand values. The methodology used in this study is qualitative using interview or open questioner technique where the informants were all employees in John Hardy and focus on the sales department which is employees in all Bali Boutique that John Hardy has. Data collected will then be analyzed by reducing data, presenting data, and drawing conclusions. The validity of the data will be tested by triangulating the data so it is expected that the data presented is valid. As the result, community, artisanship, and sustainability which is pretty much linked to the brand and it can see it's linked together and implemented. John Hardy is required to know how to deliver the information correctly to the customer, mentioned the history of the company, the value, and also the DNA of the company.