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Hong Kong--Hearts On Fire has opened its first retail store in Hong Kong. Located at 42 Queen’s Road Central, the store marks a key step in the brand's global rebranding efforts, aiming to make diamonds more approachable.

[Image via Hearts On Fire/Facebook]

Per a report in Marketing Interactive, the store's design, led by interior designer Joyce Wang, diverges from traditional formats. Wang described the space as resembling a private residence, blending warm materials like timber, travertine, and leather to create an inviting atmosphere. Jewelry is displayed in reimagined vitrines that aim to make the pieces appear to "float," emphasizing their prominence.

Per the report, the store features curated art, books, and sculptural objects alongside Hearts On Fire's signature collections, reflecting the brand's intention to offer customers a relaxed yet refined shopping experience.

Rita Maltez, global president of Hearts On Fire, noted in the report that the new store seamlessly transitions between online and in-person shopping, focusing on personalized service and accessibility.

As part of the store's opening, a 12-piece capsule collection from the upcoming Spring 2025 line will be available exclusively at the Hong Kong location. The brand's new retail concept is expected to be rolled out globally over the next two years.

Hearts On Fire began its rebranding initiative in June, with a new logo, monogram, and color palette that aims to reinforce its reputation as a modern fine jewelry brand.

Learn more in this article by Marketing Interactive.

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