Global Diamond Jewellery Brand Looks to Disrupt a Traditional Luxury Industry
Hearts On Fire, who owns the trademark “The World’s Most Perfectly Cut Diamond”, has launched a new, global brand platform – Ignite Something – that 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.
In an industry dominated by well-tread tradition, Hearts On Fire and advertising agency TBWA\Chiat\Day are disrupting the conversation by redefining what owning a diamond means for an entirely new generation. Speaking directly to the millennial audience, a generation that’s beginning to marry and whose views on luxury drastically depart from their parents, this new platform is one of many ways that the brand is innovating and implementing change in order to reach this audience.
“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,” said Kristin Suppelsa, VP of Marketing, Hearts On Fire. “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.”
“Ignite Something is a disruptive campaign for a luxury brand,” said TBWA\Chiat\Day CEO Rob Schwartz. “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.”
With a deeper understanding of how the millennial generation is changing the luxury space, Hearts On Fire’s campaign opens a new conversation with consumers inviting this generation, among others, to Ignite Something for themselves.
Across the brand platform, the images are approachable, energetic and, most importantly, real. The idea is to spark the reader’s imagination and leave the story open to interpretation… allowing anyone to see themselves inside the Hearts On Fire world. The tagline, Ignite Something, aims to show what the beauty and power of a perfectly cut diamond can create, as Hearts On Fire believes that its diamonds truly ignite something new in every woman that wears it. Whether it’s the story that begins when a couple gets engaged, or just when she gets dressed, Hearts On Fire wants to celebrate these incredible moments when a woman’s story begins.
With the acquisition of Hearts On Fire by industry powerhouse Chow Tai Fook Jewellry Group last year, the brand has begun a series of initiatives to increase their awareness and expansion around the Globe.
“The platform of Ignite Something truly does support all of the programmes 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,” added Suppelsa. ” 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 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.