A US luxury branded diamond chain is to launch launch in greater China.
Hearts on Fire, which offers premium bridal and fashion jewellery products, held a launch ceremony on Friday, sharing its marketing and retail rollout strategies, which include a flagship.
Hearts On Fire will open its first “stand-alone image store” in Shanghai, to be followed by “points of sale” in Hong Kong and Macau. Earlier this year, the company inked a partnership agreement covering China with Chow Tai Fook.
Friday’s launch event was hosted by director Adrian Cheng and CEO Glenn Rothman. Hearts on Fire says China is the world’s fastest-growing market for diamond jewellery sales, with fast growing demand for gem-set jewellery, and especially diamonds.
“Our specialty diamond offering aligns with young Chinese consumers’ increasing preference for diamond over traditional gold jewellery, particularly in the bridal category,” the company said in a statement.
“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.”
Cheng said the company is “very confident” about its prospects in the Chinese market because Hearts on Fire is “ideally suited to realise these key emerging trends”.
“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.”
“Back home in the United States, Hearts On Fire has already been embraced as symbolic of the Hollywood and Red Carpet lifestyle,” said Rothman. “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 was founded in 1996 by Glenn and Susan Rothman and is a multi-channel manufacturer, marketer and designer of luxury branded diamonds and diamond jewellery. The brand has a global independent retail partner network covering over 500 locations in 31 countries, 10 of its own flagships, a webiste heartsonfire.com and a number of authorised Hearts On Fire retailer websites.
