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Hearts on Fire enters mainland China
Designed to tap into the Chinese market’s growing demand for gem-set jewelry, Hearts on Fire will open its first store on mainland China when it debuts its Shanghai location this month.
Hearts of Fire, which is owned by Chinese retailer Chow Tai Fook, held a launch party in Shanghai on Nov. 27, featuring model Olivia Palermo, who helped the brand debut its new “Fire” collection created exclusively for the Chinese market.
With the store and the brand’s expansion, Hearts on Fire will tap into two emerging trends in the market, it said.
First, its diamond jewelry offerings will appeal to the younger Chinese consumers’ growing preference for diamonds over traditional gold jewelry, particularly when it comes to bridal. Its luxury positioning also appeals to the country’s growing demographic of “brand-aware middle- and upper-class buyers eager to spend on lifestyle purchases.”
Director and member of the board of Hearts on Fire Adrian Cheng said, “We are very confident about the prospects for Hearts on Fire in mainland China. It is ideally suited to realize these key emerging trends. As demand for diamond jewelry 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.”
Hearts on Fire will follow the Shanghai store with locations in Hong Kong and Macau soon. No information is available yet on when these new stores will open.
The Boston-based diamond brand announced its intention to enter the Chinese market earlier this year when it was purchased by Chow Tai Fook for $150 million.
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