Hearts On Fire changes its name and launches a Signature collection

Hong Kong—Hearts On Fire announced its new brand identity and signature collection on Thursday, aiming to create modern jewelry and experiences that make diamonds enjoyable and accessible.

The rebrand includes a new visual identity, the opening of a retail concept and the launch of a signature collection as well as an updated website, social media presence and visuals.

The brand's modernized logo uses a contemporary color palette and monogram intended to reflect the fluid nature of light, the brand said.

A new retail space has been created with Joyce Wang, a renowned interior designer, and will open in Hong Kong this summer.

It was developed to present an open and welcoming diamond experience to customers, the brand said.

This retail concept will also be rolled out across its other key locations globally, with the brand's wholesale network undergoing a strategic upgrade globally.

“For nearly three decades, Hearts On Fire has focused on our iconic diamond cut, becoming renowned for the unparalleled luminosity of our diamonds,” said Rita Maltez, Global President of Hearts On Fire.

“We remain true to this DNA while pursuing our unique vision of welcoming and empowering our audiences. We are excited about this new chapter which positions us as a true contemporary luxury brand, at the forefront of the evolution of the diamond customer base.

Alongside the rebrand, Hearts On Fire is launching a new signature collection called “Barre”.

The collection is inspired by “the vibrant energy of the metropolis”.

Each piece in the collection features diamonds that appear to float due to the way they are set.

“Our 'Barre' collection embodies the new creative expression of Hearts On Fire, where we believe in wearing diamonds with ease and a bit of attitude, and taking pleasure in the flamboyant beauty they bring even in the moment the simplest,” said Yunio Lee, creative director at Hearts On Fire.

Launched with the “Light, Unleashed” campaign, the “floating” gemstones are intended to showcase the idea of ​​liberated diamonds, releasing their sparkle and light.

The Barre collection is available on the updated Hearts On Fire website and in select retail stores.