Hearts On Fire, the leading global multichannel manufacturer, marketer and designer of luxury branded diamonds and diamond jewellery, announced yesterday that it has launched a new, global brand platform called “Ignite Something,” which aims to change the way consumers relate to diamond jewellery. The campaign is part of a series of initiatives that will introduce a new vision of luxury to consumers around the world. Hearts On Fire and their creative agency TBWA\Chiat\Day are disrupting the conversation by redefining the concept of what owning a diamond means for an entirely new generation by speaking directly to the millennial audience. This is an untapped audience for the market, which is just now beginning to marry and whose views on luxury drastically depart from their parents, so this new platform is one of many ways that the brand is innovating and implementing change in order to reach this audience. It's the first major campaign for the brand since it was acquired by Chow Tai Fook Jewellery Group last year.
Hearts On Fire has launched a new, global brand platform called “Ignite Something”
With a deeper understanding of how the millennial generation is changing the luxury space, Hearts On Fire's campaign opens a new conversation with younger consumers inviting this generation to experience affordable luxury without patronising them. Across the brand platform, the the images used are approachable, energetic and, most importantly, realistic. The idea is to spark the reader's imagination and leave the story open to interpretation. The “Ignite Something” tagline, meanwhile, aims to show what the beauty and power of a perfectly cut diamond can create.
Hearts On Fire and TBWA\Chiat\Day are redefining the concept of what owning a diamond means for an entirely new generation
Kristin Suppelsa, VP of marketing at Hearts On Fire said: “Today's young couples are part of a generation that has a different relationship with tradition, they are doing things the way that they want to. As a brand, Hearts On Fire is well-known for its passion and creativity, and this new platform further increases our ability to speak directly to all generations, and welcome the new traditions that they are forging for themselves. The platform of Ignite Something truly does support all of the programs we have created to connect directly to today's luxury customers, from our increased emphasis on design - including a new Collaboration with prominent UK jewellery designer Stephen Webster - to stronger innovation in digital and social media. HOF is a relatively young and innovative player in a category of 125 year old heritage brands. Ignite Something provides us with a bold rallying cry that will connect all of our retail points of distribution from independent retailers, to HOF retail stores, to eCommerce.”
The campaign will be featured globally in a multitude of top fashion and bridal magazines
TBWA\Chiat\Day CEO Rob Schwartz added: “Ignite Something is a disruptive campaign for a luxury brand. Hearts on Fire came to us with a real desire to break through the tired conventions of the traditional luxury jewellery market and tell a different story to a different audience. We feel this campaign does just that.” The Ignite Something campaign will be featured globally in a multitude of top fashion and bridal magazines starting in September, as well as television, extensive digital outlets, and social media channels including Hearts On Fire's Facebook and Instagram. New TV and video aspects of the campaign will launch on these social media channels in late August.