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Brand News From Hearts On Fire, Philip Stein, Monica Rich Kosann, Pandora, More August 12, 2015 (0 comments)

Hearts On Fire Launches “Ignite Something” Campaign Aimed at Millennial Consumers

Boston, MA—Hearts On Fire wants Millannials to take a second look at diamonds. The brand has launched a new global initiative, titled Ignite Something, designed to change the way all consumers, but especially Millennials, relate to diamond jewelry. The print portion of the campaign has been released; the TV and video components bow Sept. 1.

With the campaign, Hearts On Fire and its advertising agency, TBWA\Chiat\Day, seek to redefine what owning a diamond means for an entirely new generation. Speaking directly to the Millennial audience—a generation whose views of luxury drastically differ from their parents—the new platform is one of many ways that Hearts On Fire is innovating and implementing change 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, Hearts On Fire vice president of marketing.

Across the brand platform, the images are approachable, energetic and real. The idea is to spark the reader’s imagination and leave the story open to interpretation, allowing anyone to visualize herself in 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.

One of the print ads from Hearts On Fire's new Ignite Something campaign.

"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 jewelry market and tell a different story to a different audience. We feel this campaign does just that."

The agency has a storied pedigree in creating memorable campaigns. The Taco Bell Chihuahua mascot was one of its creations, but more importantly, TBWA/Chiat/Day created the ads to launch another product that changed how consumers regarded a whole category: the Apple Macintosh computer. The agency created the original “1984” ad to introduce the Mac—the first computer that didn’t require some fundamental knowledge of programming to use—to the public.

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 world.

“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 jewelry designer Stephen Webster—to stronger innovation in digital and social media,” says Suppelsa. “HOF is a relatively young and innovative player in a category of 125-year-old heritage brands. Ignite Something will connect all of our retail points of distribution from independent retailers to HOF retail stores to e-commerce.”

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.

Another print image from the Ignite Something campaign for Hearts On Fire.

Philip Stein Named Official Luxury Timepiece Of The New York Yankees

New York, NY—Philip Stein, whose signature timepiece collection features Natural Frequency Technology designed to help improve focus, decrease stress levels and experience an overall well-being, has been named the official luxury timepiece of the New York Yankees.

As part of the partnership, where “iconic meets iconic,” Philip Stein will introduce a new timepiece from its Prestige collection, combining its classic design with a Bronx Bomber-inspired twist. With a navy blue and silver color scheme and notes of pinstripes throughout, the watch will evoke the team’s signature aesthetic. A life-size version of the face will be used as the clock in the majority of the luxury suites on the SAP Suite Level at Yankee Stadium in the Bronx, NY. In addition to the new timepiece offering, Phillip Stein will host exclusive luxury suite parties and product showcases in the SAP Suite Lounge.

Philip Stein is the official luxury timepiece of the famed Bronx Bombers.

“We are honored to be the official luxury timepiece of the New York Yankees,” said Will Stein, Philip Stein president. “The New York Yankees are an exceptional organization founded on extraordinary character and championship pedigree. We are greatly inspired by their successes and achievements, and are thrilled to release a timepiece that pays homage to a notable baseball dynasty, and partner with such an iconic organization.”

”It is with great excitement that we start a relationship with Philip Stein. We look forward to working with them to increase their global brand awareness, in particular at Yankee Stadium on the SAP Suite Level and in the tri-state area,” said Michael J. Tusiani, New York Yankees’ senior vice president of corporate sales and sponsorships.

Monica Rich Kosann Launches ‘Monica Cares’ Charity Program

New Canaan, CT—Monica Rich Kosann has launched a new charity program called “Monica Cares.” The program offers exclusively designed pieces from her Poesy ring collection, with a special poesy inscription inspired by each the program’s three partners. The partners are Breast Cancer Research Foundation (BCRF), North Shore Animal League America (NSALA), and WIN (Women In Need). A minimum of 50% of the purchase price of each piece goes back to the chosen charities.

"I feel a close connection to each of our partners and the designs I have created are understated pieces that tell the different story of each charity. The collection made for Monica Cares allows our customers to wear a sentimental piece of jewelry that has a personal meaning to them while giving back to these truly inspirational charities," says Kosann. More information on the program, the pieces, and each charity’s mission can be found here.

Left to right: Monica Rich Kosann’s “Strength” Poesy ring necklace to benefit the Breast Cancer Research Foundation is available in sterling silver or 18k rose gold with pink sapphires symbolizing the fight against breast cancer; the version that benefits the North Shore Animal League is called “Unconditional Love” and features a pawprint in 18k gold or sterling silver. Below, the “Hope Love Win” necklace in 18k gold or sterling silver benefits homeless women and children in New York City.

Pandora Revenue Rockets 41.2% in Q2

Copenhagen, Denmark—It looks like Pandora has put its dark days in the past. According to an article in Idex Online, the Danish beadmaker’s second quarter revenues rocketed to 41.2% over the same period in 2014. The increase was driven by strong development across all regions: 43.8% in the Americas (19.4% in local currency), 38% in Europe (32.0% increase in local currency); and 44.1% in Asia Pacific (26.9% increase in local currency). Revenue from concept stores increased by 54.7%. Not coincidentally, the brand has pulled its line from 125 retailers in the Americas, almost all in the United States, reports National Jeweler. They were “silver,” “white,” and “travel” level stores. The brand also opened 23 new concept stores here.

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Brand News From Hearts On Fire, Philip Stein, Monica Rich Kosann, Pandora, More August 12, 2015 (0 comments)

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