Aug 13, 2015

Hearts On Fire Ignites A New Flame – Hopes to Spread the Spark Amongst Millennials

Hearts On Fire® announced  recently that it had “launched a new, global brand platform -- Ignite Something”. Through this, the brand aims to “change the way consumers relate to diamond jewellery”.  Ignite Something hopes to spark interest amongst, and  is specifically aimed at, Millennial consumers worldwide.

 

It is only one of the several initiatives Hearts On Fire® is taking, through which  it hopes to “disrupt a traditional luxury industry” and   introduce “a new vision of luxury” to consumers around the world. 

 

The Brand believes that  the millennial  generation is now beginning to marry and their views on luxury are radically different from those of their parents.

"Today's young couples are part of a generation that has a different relationship with tradition -- they are doing things the way that they want to," said Kristin Suppelsa, VP of Marketing, Hearts On Fire. "As a brand, Hearts On Fire is well-known for its passion and creativity, and this new platform further increases our ability to speak directly to all generations, and welcome the new traditions that they are forging for themselves."

 

"Ignite Something is a disruptive campaign for a luxury brand," said TBWA\\Chiat\\Day CEO Rob Schwartz. "Hearts On Fire came to us with a real desire to break through the tired conventions of the traditional luxury jewellery market and tell a different story to a different audience. We feel this campaign does just that."

 

The Company says that across the brand platform, they have ensured that the images are “approachable, energetic and, most importantly, real”. They have attempted to spark the  imagination of the audience and leave the story open to interpretation, thus allowing anyone “to see themselves inside the Hearts On Fire world”.

 

Hearts On Fire believes that its diamonds truly ignite something new in every woman that wears it – which is where the tagline originates from.

Last year, leading industry player Chow Tai Fook Jewellry Group acquired    Hearts On Fire; and since then the brand has begun a series of initiatives to increase their awareness and expansion around the Globe.

The Ignite Something campaign will be launched in September and will be featured globally across media.