TrendsSep 04, 2024
Taylor Hill, Soo Joo Park Star in New Messika CampaignCollectionsSep 09, 2024
Hearts On Fire Debuts New Campaign, Designs
The “Love, Unleashed” campaign is an ode to love, featuring 16 new designs from Hearts On Fire’s “Vela” collection.
Each of the 16 new pieces in the “Vela” collection were inspired by the form of a feather, utilizing gentle curves and swooping lines in its silhouettes.
Boston, Mass.—Hearts On Fire has launched its “Love, Unleashed” campaign, showcasing the 16 new pieces that debuted in its “Vela” collection.
The campaign is “an ode to the multifaceted nature of love—romance, friendship, and self-love,” said Hearts On Fire, with imagery that excludes “warmth, sophistication, and relatability.”
While the Vela collection, which now consists of 40 pieces, was first released in May of 2023, the brand has created new pieces inspired by the form and lightness of a feather.
It includes pieces that can be worn for a variety of occasions, from statement pieces to classics with a twist, as well as bridal.
The new designs feature gentle curves and swooping lines, as well as a signature French cut pavé setting, which is typically reserved for high jewelry.
The technique involves creating a pattern of V-shaped facets to increase each diamond’s brilliance and give the illusion of larger stone, explained the brand.
The campaign is “an ode to the multifaceted nature of love—romance, friendship, and self-love,” said Hearts On Fire, with imagery that excludes “warmth, sophistication, and relatability.”
While the Vela collection, which now consists of 40 pieces, was first released in May of 2023, the brand has created new pieces inspired by the form and lightness of a feather.
It includes pieces that can be worn for a variety of occasions, from statement pieces to classics with a twist, as well as bridal.
The new designs feature gentle curves and swooping lines, as well as a signature French cut pavé setting, which is typically reserved for high jewelry.
The technique involves creating a pattern of V-shaped facets to increase each diamond’s brilliance and give the illusion of larger stone, explained the brand.
Hearts On Fire’s “Love, Unleashed” campaign, featuring the brand’s “Vela” collection
A new design in the “Vela” collection, the “Vela” French cut pavé diamond cocktail ring in 18-karat white gold with brilliant-cut round diamonds totaling 2.75 carats ($17,700)
The “Vela” French cut pavé diamond pendant necklace features three solitaire diamond drops set in 18-karat yellow gold; the total carat weight of the diamonds are 0.90 carats ($6,400)
The “Vela” cathedral solitaire engagement ring is available with a 0.33- or 1-carat diamond at its center and a diamond band totaling 0.25 to 0.30 carats, all set in 18-karat yellow gold or platinum ($2,650 - $14,050)
The new “Vela” French cut pavé diamond bracelet in 18-karat rose gold with 1.2 carats of diamonds ($7,700)
The “Vela” French cut pavé diamond asymmetrical climber earrings with diamonds totaling 4.20 carats set in 18-karat rose gold ($24,100)
One engagement ring is included in Hearts On Fire’s new designs, showcasing a solitaire diamond in a cathedral setting with no bridge, so it can be viewed from all angles.
It is meant to symbolize a couple coming together as one, holding their love close between them, explained the brand.
Hearts On Fire’s new Vela pieces launched online and at select retailers on Sept. 5.
Pieces in the Vela collection retail for $2,400 to $154,000.
The full collection is available on the Hearts On Fire website.
More on Collections
The Latest
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minster sat down with Michelle Graff to discuss the state of the diamond market.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
AuctionsJun 10, 2025
Noonans to Auction 16th-Century Signet RingIt's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.
MajorsJun 10, 2025
Lauren Johansen Joins Loudr As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.
Events & AwardsJun 09, 2025
And the Winners of the 2025 Couture Design Awards Are … Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.
AuctionsJun 09, 2025
Nancy Astor’s Cartier Tiara Sells for $1.2MThe rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.
IndependentsJun 09, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Events & AwardsJun 09, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
