Hearts On Fire has unveiled a new visual identity, retail concept and creative campaign to advance its reputation as an aspirational, contemporary fine jewellery brand.

Established in 1996, Hearts on Fire was one of the first branded diamonds, with each stone cut and polished to produce a scintillating hearts and arrows pattern. It is now transforming to create modern jewellery and experiences that make diamonds enjoyable and approachable.

Hearts On Fire Global President Rita Maltez said, “For almost three decades, Hearts On Fire has focused on our signature diamond cut, becoming renowned for the unparalleled light of our diamonds. We remain true to this DNA while furthering our unique vision to welcome and empower our audiences. We are excited about this new chapter that positions us as a true contemporary luxury brand, at the forefront of how diamond consumers are evolving.”

The brand’s refreshed logo features a vibrant red colour palette against a backdrop of sophisticated natural hues, emblematic of its new direction. 

This summer, Hearts on Fire is opening a new boutique in Hong Kong with a new open and welcoming retail concept that will be rolled out in other key global locations. The brand’s wholesale network will also undergo a strategic upgrade worldwide. 

The brand’s new global campaign, “Light, Unleashed,” celebrates Hearts On Fire’s legacy and signals its future. The campaign features its latest collection, Barre, consisting of jewellery pieces with unconventionally set floating diamonds and graphic gold elements. 

The rebrand also includes a new website, a revamped social media presence, and updated creative visuals. 

Hearts on Fire is part of the Chow Tai Fook Jewellery Group, which acquired the company in 2014.