Hearts On Fire Launches in Mainland China
• Advances strategy to capture growing market in gem-set jewellery
• Targets Chinese consumers seeking premium luxury, lifestyle-branded products
(Shanghai, 27 November 2014) Hearts On Fire, a luxury branded diamond company offering premium bridal and fashion jewellery products, today announced the launch in mainland China of the U.S. diamond specialty brand, Hearts On Fire. At a special launch ceremony, Hearts On Fire shared its marketing and retail rollout strategies, unveiling plans to open standalone image store in the country. Hosting the event were Director and member of the board of Hearts On Fire Adrian Cheng and CEO Glenn Rothman, as well as special guest Olivia Palermo.
Focused on meeting the rapidly rising demand for gem-set jewellery, particularly of diamonds, in China – the world’s fastest-growing market for diamond jewellery sales — Hearts On Fire will tap into two key Chinese consumer trends. Its specialty diamond offering aligns with young Chinese consumers’ increasing preference for diamond over traditional gold jewellery, particularly in the bridal category. The brand’s premium luxury positioning also caters to the country’s expanding demographic of brand-aware middle-and-upper class buyers eager to spend on lifestyle purchases.
“We are very confident about the prospects for Hearts On Fire in mainland China; it is ideally suited to realise these key emerging trends,” said Adrian Cheng. “As demand for diamond jewellery continues to increase here, Hearts On Fire will become a household name, known not only for its extraordinary diamond cutting process, but also the luxury lifestyle that it represents.”
Central to Hearts On Fire’s appeal to discerning consumers is its unique diamond-cutting technique and process of creation that promises to embody life’s most perfect moments. Every single Hearts on Fire diamond is selected from fewer than one-tenth of one percent of the world’s rough diamonds; hand-crafted into a perfectly symmetrical cut that reveals a blazing heart and arrow pattern; and cut and polished at a magnification ten times the industry standard. Hearts on Fire is also known as the jewellery of choice to many Hollywood Stars, a positioning that the brand will amplify further as it enters the mainland Chinese market.
“Back home in the United States, Hearts On Fire has already been embraced as symbolic of the Hollywood and Red Carpet lifestyle,” said Glenn Rothman. “We are very excited now to share with so many of our new customers what this lifestyle means and how they too can live it. We expect that this brand positioning and our retail strategy to deliver it will be very well-received here in Mainland China.”
Hearts On Fire will open its first stand-alone image store in Shanghai. Following this, the brand will be also in the pipeline to open Hearts On Fire points of sale in Hong Kong and Macau.
About Hearts On Fire
Hearts On Fire was founded in 1996 by Glenn and Susan Rothman and is a leading global multi-channel manufacturer, marketer and designer of luxury branded diamonds and diamond jewellery, and one of the most widely recognised and best-selling luxury diamond jewellery brands in the world. Hearts On Fire created the category of luxury branded diamonds and maintains a leading market position in the luxury branded diamond segment, featuring its trademarked Hearts On Fire® round diamonds and its patented Dream® square cut diamonds. Hearts On Fire products are distinguished by their unique quality, superlative craftsmanship and compelling designs, which combine to create an unparalleled value for customers around the world. Hearts On Fire delivers its offering to a passionate and loyal customer base through its best-in-class, global independent retail partner network covering over 500 locations in 31 countries, 10 HOF stores globally, heartsonfire.com and authorized HOF retailer websites.