TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
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
Editors' Picks
Sponsored by
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.
More on Majors
The Latest
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
