CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsAug 11, 2015
Hearts On Fire looks to ignite millennials' interest
The Boston-based diamond brand is hoping to change younger generations’ attitudes about diamond jewelry with its new global advertising campaign and brand platform.
Titled “Lost in Fun,” this is one of the first two print advertisements for “Ignite Something,” Hearts On Fire’s new global advertising campaign. The ads will begin appearing in magazines next month. Click below to see larger versions of bo
Boston--Hearts On Fire is hoping to start a conversation about, and change, younger generations’ attitudes toward diamond jewelry with its new global advertising campaign and brand platform.
Called “Ignite Something” and created in conjunction with advertising agency TBWA/Chiat/Day New York, the campaign launched Tuesday. Its beginnings can be viewed on the company’s website as well as on its Facebook page.
TBWA/Chiat/Day CEO Rob Schwartz said Ignite Something is designed as “disruptive” campaign for a luxury brand, telling a different story than what’s normally told in traditional jewelry ads.
Like the majority of new marketing campaigns, Ignite Something is geared toward the millennial audience, many of whom are reaching the marrying age and have very different views on luxury than that 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, Hearts On Fire’s vice president of marketing.
Another luxury jewelry brand, Tiffany & Co., used this same understanding--that young people today are doing things differently--in its new “Will You?” campaign, which took a “modern look at love” by including a same-sex couple, a first for the 178-year-old brand, as well as a couple that had a child before getting married.
In its new campaign, Hearts On Fire said it aimed to create images that are approachable, energetic and real. The idea is to spark the imagination of the viewer and leave the story open to interpretation, allowing anyone who sees the ads to imagine themselves there in, of course, Hearts On Fire jewelry.
The tagline, Ignite Something, also correlates to the brand name itself, Hearts On Fire, and its being “the world’s most perfectly cut diamond,” as Hearts On Fire said its diamonds “truly ignite” something in every woman who wears them.
Later this month, the Boston-based diamond brand will roll out TV and video aspects of the campaign on social media, and there will be TV ads as well. Print ads in bridal and fashion magazines are scheduled to follow in September.
It will be seen in independent retailers and in Hearts On Fire boutiques too, in the United States as well as in Canada, Hong Kong, the United Kingdom, Taiwan, China and Australia.
Hearts On Fire announced back in April that it was working on this new campaign with TBWA/Chiat/Day, the American arm of
TBWA Worldwide, which created ads for brands such as Apple and Gatorade.
Ignite Something is the first global advertising campaign for the brand, which now has much deeper pockets for marketing after its purchase by massive Hong Kong-based retailer and manufacturer Chow Tai Fook in June 2014 for $150 million.
RELATED CONTENT: Hearts On Fire sale shows the importance of brands
In addition to this new campaign, Hearts On Fire has been innovating in the digital space and increasing its emphasis on design. During the Couture show in Las Vegas this past spring, the brand announced that it had inked a multi-year partnership with popular British jewelry designer Stephen Webster to design both fashion diamond and bridal jewelry for Hearts On Fire.
The Latest
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
