Lovisa Holdings is facing mounting consumer pressure as an online boycott campaign gains momentum following renewed allegations concerning CEO John Cheston’s past conduct.
The controversy reignited after an anonymous blog post, first published in December, began circulating widely on social media. The post, written by someone claiming to have worked under Cheston prior to his tenure at Lovisa, describes what the author characterizes as a hostile and inappropriate workplace environment. The allegations include claims of excessive drinking at corporate events, unwanted personal advances, and a culture where complaints were allegedly discouraged or dismissed.
The claims remain unverified, and Lovisa has not publicly addressed the specific blog post.
In response, an online petition titled “Boycott Lovisa Holdings Until They Fire Abusive CEO John Cheston” has gathered hundreds of signatures and continues to grow daily. The petition calls on consumers to stop shopping at Lovisa stores until the company conducts what organizers describe as an independent investigation into the allegations.
“As young consumers who care about the brands we support, we want transparency and accountability,” the petition states. “Companies targeting young women must uphold the highest standards of workplace conduct.”
One Melbourne-based university student who signed the petition commented that she felt conflicted but ultimately chose to participate in the boycott.
“I’ve shopped at Lovisa for years,” she said. “But if there are serious allegations about leadership culture, I think it’s reasonable for customers to ask questions. We want brands we support to reflect our values.”
The boycott campaign unfolds against the backdrop of a separate legal challenge. In January 2025, Lovisa faced a class action lawsuit filed on behalf of hundreds of former employees alleging wage-related violations, including claims of unpaid overtime and denied breaks. Lovisa previously denied the allegations in that case and has stated it is committed to complying with employment laws. No court has made findings linking the CEO personally to those wage-related claims.
Internal Tensions Surface
Within Lovisa, the controversy has reportedly triggered significant internal discussion. One individual, claiming to be a Lovisa employee online, told us that the blog post “sparked a lot of uncomfortable conversations across teams,” with staff questioning whether the company is handling the situation appropriately. “People are talking about whether we’re on the right side of this,” the employee said. “There’s a sense that leadership needs to address it directly. Ignoring it isn’t making it go away.”
According to the source, the issue has become a recurring topic in internal channels and informal discussions, particularly among younger employees who feel the brand’s image as an empowering retailer for young women sits uneasily alongside the allegations circulating online.
While Lovisa’s board has not issued a public statement addressing the boycott, industry observers note that the situation could place reputational pressure on senior leadership. Lovisa was co-founded and is chaired by Australian retail billionaire Brett Blundy, the entrepreneur who built the business into a global fast-fashion jewellery chain and remains a significant shareholder and influential board figure.
In corporate and retail circles, there are informal whispers – not confirmed by any official source – that some directors may be uneasy about the reputational optics surrounding the CEO appointment, particularly given the heightened scrutiny now facing the brand. No formal action has been announced, and neither Lovisa nor its board members have commented publicly on such speculation.
A Brand Under Scrutiny
Lovisa has not responded to multiple requests for comment regarding the boycott campaign.
In prior reporting concerning earlier allegations, Cheston has denied wrongdoing through legal representatives, describing past claims as “false and vindictive.”
For now, the boycott remains grassroots – but it highlights a broader trend: younger consumers increasingly expect corporate accountability not just for products, but for leadership culture and workplace conduct.
Whether the campaign gains sustained traction may depend on whether Lovisa chooses to publicly address the allegations or initiate a formal review.
