Boston—Hearts On Fire is celebrating a milestone anniversary with a new collection and a global campaign that asks consumers to answer one simple question.
Founded in 1996 by Glenn and Susan Rothman, the brand, now owned by Chow Tai Fook Group, is marking 30 years in business this year.
To kick off its year of celebrations, Hearts On Fire launched the “What’s Your Signature?” campaign.
The campaign, it said, reflects individuality and redefines modern self-expression as not how a woman is seen or what she wears, but how she sees herself.
Hearts On Fire said it believes in diamonds as a form of personal expression, which empower women to shine confidently.
At the heart of the campaign is the idea of self-reflection.
The brand said in the campaign’s imagery and short film, the camera becomes a mirror capturing a quiet confidence that is self-defined and deeply personal while the diamonds are seen “responding” to light and movement.
The diamond jewelry featured throughout the campaign is from Hearts On Fire’s new “Dream” collection, which officially debuted Tuesday.
The collection features convertible jewelry designed for everyday wear.
Sculptural curves and voluminous silhouettes dominate the 17-piece collection of 18-karat gold and diamond offerings.
“Each jewel, crafted like a miniature universe, is a reminder that like the cosmos, your dreams are infinite, luminous, and ready to shine,” Hearts On Fire said.
The Dream collection retails from $1,900 to $35,500.
It is available online and in-store at all Hearts On Fire locations and select Chow Tai Fook stores.
The What’s Your Signature? campaign sets the tone for Hearts On Fire’s year of global anniversary initiatives.
There will also be private client experiences and in-store installations to amplify social conversation led through creators and tastemakers.
Later in the year, the brand said it will introduce commemorative special-edition creations designed for the milestone.
The What’s Your Signature? campaign launched on April 2.
It can be seen on the Hearts On Fire website and across its social media channels.
