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Hearts On Fire Partners with Bridal Designer Hayley Paige
The jewelry brand has inked a licensing deal with the designer and television personality for a line of engagement rings and wedding bands.
Boston—Hearts On Fire’s newest bridal collection will take its inspiration from fashion.
Through a licensing deal with JLM Couture Inc., the jewelry brand will produce a collection with bridal gown designer Hayley Paige. 
The brand will collaborate with Paige to create the collection’s styles, mixing its branded diamonds with Paige’s whimsical and romantic bridal aesthetic.
In addition to designing bridal gowns, bridesmaid dresses, flower girl dresses and a red carpet line, Paige also is a television personality, appearing on shows like “Say Yes to the Dress” and recently, her own pilot television show, “Hayley Ever After.”
Hearts On Fire said the partnership will capitalize on the bridal designer’s strong social media following. As of press time, Paige boasted more than 737,000 Instagram followers.
“Today’s brides are educating themselves and shopping for bridal jewelry online,” Hearts On Fire’s Vice President of Marketing Stephanie Evans Greene said.
“Hayley Paige has an incredibly engaged digital following of brides-to-be as well as women who are inspired to one day wear her design. What really drew us to Hayley is not only her fantastic eye for design and authority in the bridal space, but also her unique way of connecting, authentically connecting, with millennial females. This partnership truly celebrates the emotional significance of the ring and the dress—key moments in the life of all brides.”
Hearts On Fire said that besides targeting brides-to-be, the new collection’s diamond bands will also be appropriate for women looking to mix and match styles with their existing rings.
Paige commented, “Collaborating with Hearts On Fire is not only an empowering and progressive brand and profit opportunity, it also enables us to deliver to a new millennial and, soon, Gen-Z audience that demands a sense of inventiveness and conflict-free craftsmanship. This sparkling landscape is a visionary daydream-come-true for me.”
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