Hearts on Fire
ELLE’s second annual “Women in Television” event, hosted by ELLE Editor-in-Chief Robbie Myers, featured 100 of the television industry’s top actresses, actors and industry executives. As a premier sponsor, Hearts On Fire provided more than $25 million worth of Hearts On Fire diamonds as jewelry centerpieces for the dinner tables, allowing the celebrities to touch and try on the brilliant designs throughout the evening
INTERVIEW WITH CARYL CAPECI, VP OF MARKETING, HEARTS ON FIRE
How successful was the event?
We had two objectives for this event and both well exceeded our expectations. The first was to have a personal, high-touch brand experience for a select group of TV and film stars and executives; the second was to generate as much publicity as possible for our brand and create images and video of celebrities wearing Hearts On Fire jewelry that we can share online and in social media.
How was this event unique?
ELLE was looking to create a different type of experience and use diamond jewelry in a way that has never been done before. We have the opportunity to sponsor many events, but most are typical experiences with jewelry behind a glass case too far from sight. Everyone knows how powerful it is when a woman picks up and tries on a beautiful piece of jewelry. We wanted to bring that feeling into the event.
How did the celebrities respond?
All 100 women were influencers and Hollywood celebrities that we hope to dress in Hearts On Fire in the future. So, we chose to bring all of our biggest and best diamond designs and make the jewelry the centerpieces of the dining tables, where women could try them on throughout the evening.
How did you handle security?
The room at the SOHO house in LA was spectacularly designed with two long 50-foot farm tables and the jewelry was displayed along the tables. We had plenty of guards around the perimeter of the room who were unobtrusive while having their eyes on every piece the entire night.
What advice do you have for independent retailers interested in putting on a similar event?
I would focus on events designed for women in small manageable numbers, as they are the ones who truly get excited by this premise. I would not publicize it in advance, so no one is aware of the set up. Consider a lovely dinner in a private dining room or a kitchen’s wine cellar with private hired security.