As young consumers who love fashion and empowerment, we've always seen Lovisa as a fun brand for affordable jewelry that makes us feel confident. But how can we support a company that ignores serious allegations of harassment and toxicity in its leadership?

We're calling for a boycott of Lovisa until CEO John Cheston is dismissed - his alleged history of creating a hostile work environment is the last thing a brand targeting teens and young women needs, and this is not the first workplace scandal Lovisa consumers have been shocked by. 

Recently published accounts from retail veterans paint a chilling picture of Cheston's time at his previous role: stories of boozy office sessions turning aggressive, unwanted advances on business trips, and a culture where bullying and harassment complaints were suppressed. One post warns of late-night hotel door-knocking while intoxicated and pinching colleagues as "jokes" - behavior that left employees shaken and silenced. 

This isn't just gossip; it seems like a pattern that echoes Lovisa's own class action lawsuit from January 2025, where over 600 former staff accused the company of wage theft, denied breaks, and exploiting young workers to the point of health issues.

Lovisa's track record of employee abuse is in line with bringing on someone like Cheston. If they're committed to "empowering" us as customers, they need to start by protecting their team.

We're Gen Z - we vote with our wallets and won't shop brands that tolerate this.

Join us in boycotting Lovisa stores, online purchases, and partnerships until Cheston is gone and real changes are made, like independent audits and better protections.

Sign now and share - let's make Lovisa listen!

#BoycottLovisa #FireCheston #EndWorkplaceAbuse