Hearts On Fire pres­i­dent CARYL CAPECI tells SHEENA KHEMANEY why this ris­ing di­a­mond brand is dif­fer­ent from the rest

#Legend - - SPARKLE -

HEARTS ON FIRE may be a rel­a­tively young player com­pared to other jew­ellery houses in the market, but don’t let that fool you. This con­tem­po­rary la­bel has a strong pres­ence in 30 coun­tries and a grow­ing cus­tomer base made up of celebri­ties, mil­len­ni­als and jew­ellery lovers of all ages. The brand, which was founded in 1996 by Glenn and Su­san Roth­man, spe­cialises in top-quality di­a­monds that are cut and hand-pol­ished to per­fec­tion. (Head over to one of its re­tail points or stand­alone bou­tiques to see for your­self.) In 2014, the brand was ac­quired by the Hong Kong-based

Chow Tai Fook Jew­ellery Group. Re­cently, we met with Caryl Capeci at one of Chow Tai Fook’s shops to talk about the brand’s up­com­ing plans and pro­jects. Capeci’s pre­vi­ous roles at Hearts On Fire in­clude vice-pres­i­dent of mar­ket­ing and chief mar­ket­ing of­fi­cer; in 2015, she was named pres­i­dent.

What does Hearts On Fire rep­re­sent?

Hearts On Fire is about per­fec­tion. It’s a brand that’s for women and about women, and it’s re­ally the best in class for what di­a­monds rep­re­sent. We have a very unique cut, which is what our unique sell­ing propo­si­tion is. It’s all about our cut – and that cut al­lows our di­a­monds to sim­ply sparkle more than any other di­a­mond on the planet. There’s some­thing about a di­a­mond when you have the per­fect pro­por­tion, sym­me­try and align­ment. The light comes in, ex­its the di­a­mond and cre­ates all the colours of the rain­bow. That’s the beauty of a Hearts On Fire di­a­mond. Many di­a­monds from many brands are cut well and many brands have beau­ti­ful di­a­monds, but only Hearts On Fire re­ally has the ex­act same cut, whether it’s a two-pointer or a 20-carat di­a­mond. Every di­a­mond, every time, is cut ex­actly the same way, which re­ally does make us very unique in the world of di­a­monds.

What do you want cus­tomers to as­so­ciate with the brand?

For our brand, it’s about con­fi­dence. When a woman wears a beau­ti­ful di­a­mond like Hearts On Fire, her in­ner con­fi­dence truly ra­di­ates and we want that to come through. Di­a­monds are th­ese rare pieces of earth that are rep­re­sented as some­thing that peo­ple can wear for­ever. The last­ing value of a di­a­mond is very unique and spe­cial, so it’s the com­bi­na­tion of beauty and what they mean to peo­ple that makes it so won­der­ful.

Who’s your tar­get au­di­ence?

We re­ally have two very spe­cific groups of peo­ple. One is the young woman – the mil­len­nial – that’s soon to be mar­ried. Those peo­ple will start with an en­gage­ment ring from Hearts On Fire and that’s re­ally the first time they may come in con­tact with the brand. We work very hard to con­nect with and be rel­e­vant to them. Then, you also have a sec­ond group of women who are just lovers of di­a­mond jew­ellery and fash­ion. That’s where our fash­ion­able and clas­sic jew­ellery comes in.

Tell us about your favourite Hearts On Fire col­lec­tion.

My favourite col­lec­tion is Lorelei. It’s very clas­sic, but it also has a kind of whimsy to it. It has lace fea­tures that are used in how we set the di­a­monds to give them a fem­i­nine yet still quite clas­sic look. I’m def­i­nitely a clas­sic jew­ellery

Top to bot­tom: Lorelei Di­a­mond Halo Neck­lace and Lorelei Flo­ral Open Ring

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