Jewellery maker Hearts On Fire has opened its first retail store in Hong Kong as part of its ongoing global rebranding efforts.

According to the company, the new store reflects its mission to make diamonds more approachable and accessible. 

Established in 1996 in Boston, USA, the brand was acquired by Chow Tai Fook in 2014. 

The store – designed by Joyce Wang – combines modern design with a warm, inviting atmosphere, offering customers a distinctive shopping experience. It also provides personalised services to its customers.

Wang said she aimed to create a space that “feels like home” and offers a modern and welcoming environment.

“We wanted it to feel like stepping into a curator’s private residence, where the jewellery is the star,” Wang told WCity.

To mark the store’s opening, a 12-piece capsule from the upcoming Spring 2025 signature collection will be available exclusively at this location.

Hearts On Fire is located at Manning House, 42 Queen’s Road Central.