Hearts On Fire unveils first retail store in HK

Hearts On Fire, a diamond jewellery brand under Chow Tai Fook Jewellery Group, has unveiled its first retail store in Hong Kong. 

The new space celebrates the brand’s unique vision to make diamonds enjoyable and approachable as part of its global rebranding.  

Located in the bustling shopping district of Central, Hong Kong, the new shop was created in collaboration with interior designer, Joyce Wang of Joyce Wang Studio. The retail concept breaks away from traditional formats and offers a warm and welcoming space that opens up the world of diamonds.  

“We envisioned the private residence of a worldly curator, where rich timbers are paired with rust travertine and taupe leather. Traditional displays are reimagined as elevated vitrines, creating a sense of lightness that lets the jewelry float and take centre stage. We hope guests will find joy in the exploration and discovery within this intimate environment," said Wang.  

Customers are invited to journey to the heart of the brand through a series of light, and airy spaces designed to feel like a private residence. The façade, framed by elegant portals, invites visitors into a main foyer, where Hearts On Fire’s signature collections are displayed alongside books, sculptural objects and curated art. 

The new retail concept will be rolled out to other key global destinations over the next two years, further solidifying this new chapter in the brand’s comprehensive transformation.  

To celebrate the Hong Kong store opening, a 12-piece capsule from the next Spring 2025 signature collection will launch exclusively at this store. 

“We are thrilled to see our new brand vision come to life through our first retail store in this global city of Hong Kong. Designed with our customers in mind, the new store offers a seamless journey from online to offline and will be at the forefront of how diamond consumers shop. They can now experience our exceptional diamonds in an open and approachable setting while enjoying our unparalleled, personalised service,” said Rita Maltez, global president of Hearts On Fire.  

MARKETING-INTERACTIVE has reached out to Hearts On Fire for more information. 

Don't miss: Chow Tai Fook's Hearts on Fire refreshes brand identity

Back in June, the brand unveiled a new brand identity to bolster its reputation as a contemporary fine jewellery brand. Led by a vision to create modern jewellery and experiences that make diamonds enjoyable and approachable, the global rebrand includes a new visual identity, the opening of a retail concept store, and the launch of a signature collection, supported by a creative campaign. 

The new logo is complemented with the introduction of a monogram that reflects the fluid nature of light, whilst a contemporary colour palette features vibrant red against a backdrop of sophisticated natural hues, emblematic of the brand's bold direction.

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