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