Press Releases

Hearts On Fire Taps Creative Influencers For New Brand Campaign & Unveils New Collection

The campaign is the first time the brand has tapped influencers and real-life creatives to serve as brand ambassadors for a collection.

Published

2 months ago

October 4, 2023

Press Releases

The VELA Collection print, out-of-home and digital advertising campaign debuts globally on October 2nd, 2023. (L-R) Fil XiaoBai /Stylist, Sara Grace Wallerstedt/Model, Maria Isabel/Singer, Photographer – Nicolas Kantor, Director – Mauricio Sierra

(PRESS RELEASE) BOSTON, MA — Hearts On Fire, the internationally recognized jewelry brand known for the unparalleled sparkle of its signature cut diamonds, rounds out its VELA collection with bold new designs this Fall. Designed to celebrate the modern woman who honors her truest self, the latest release debuts striking, diamond-intensive fashion pieces and strong classics destined to become personal statements.

The VELA collection, launched in May 2023, was inspired by the beautiful moment when love takes flight. It is graceful yet strong. The gentle curves and swooping lines of feather motif are subtly placed throughout the collection, including on the VELA French Cut Pavé Collar, VELA Triple Row Pavé Bangle, VELA Twisted Drop Earrings and more. A signature element of this collection is its generous use of French cut pavé setting and this technique requires masterful craftsmanship and great skill to allow the maximum refraction of light within each diamond. Designed to be both feminine and fierce, elegant and bold, each new piece delivers a sense of individuality and confidence every time it’s worn.

With the debut of new VELA creations, the concept of “Show Your Love” takes on a fresh interpretation, shifting from romantic love to a celebration of self-expression and resilience. The latest VELA campaign is an ode to the beauty of Hearts On Fire diamonds and the women who pursue their passion and own their inner sparkle. Featuring real women from different fields, each embodies the essence of the VELA collection filled with power and light. With their passion, resilience and inner fire, they excel at what they do.

Hearts On Fire Taps Creative Influencers For New Brand Campaign & Unveils New Collection

They include:

Fil Xiaobai, a top Chinese celebrity stylist and fashion influencer who plays a key role in shaping trends and inspires women to embrace their own style as a self-expression of individuality.
Maria Isabel, an American-Dominican singer-songwriter known for her soulful voice and her genuine music, has been influenced by all powerful women who stay true to themselves while exploring their talent.
Sara Grace Wallerstedt, a top international model regarded as an “ethereal beauty.” Her allure, unconventional looks and determination have made her unique in her field.

The VELA Collection exemplifies the brand’s diamond expertise, craftsmanship and exquisite designs. From graphic statement pieces to perfect layering designs, the new creations span the design spectrum from bold and intricate to clean classics with a twist that can be mixed, matched and worn for a variety of occasions.

Collection highlights include:

Bold designs that make a statement including the VELA French Cut Pavé Collar, VELA Triple Row Pavé Bangle, VELA Twisted Drop Earrings, VELA Twisted Cocktail Ring and VELA Bypass Cocktail Ring.
Clean classics with a twist for every day include the VELA Solitaire Crossover Pendant, VELA Crossover Bangle, VELA Solitaire Ring and VELA French Cut Pavé Band.
Versatile design pieces that can be worn alone such as the VELA Double Row and Triple Row Pavé Rings and can be stacked with VELA Halo Ring or Solitaire Ring to transform a look from day to evening.

Effortless layering pieces include the VELA Drop Earrings, VELA Twisted Pendant, VELA Crossover Bracelet and VELA Crossover Necklace, all available in white, yellow and rose gold.

The latest creations from the VELA collection will be launched globally at selected retailers, boutiques and via heartsonfire.com from October 2, 2023.

About Hearts On Fire

Since 1996 Hearts On Fire, The World’s Most Perfectly Cut Diamond, has stood for the highest standards in diamond cutting excellence. Hearts On Fire diamonds begin from the most optically pure and responsibly sourced raw materials and are perfected through exceptional craftsmanship and consistent precision. The result is a sparkle and brilliance unmatched in any other diamond.

Hearts On Fire, a premium diamond jewelry brand under Chow Tai Fook Jewellery Group is available globally in over 26 countries and 800 locations. For more information and to purchase online, visit heartsonfire.com.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”