Diamond-focused jewellery brand Hearts on Fire is set to unveil its new boutique in Central this month, a significant step in the brand’s evolution under the guidance of Rita Maltez, the brand’s global president. Known for its diamond craftsmanship, Hearts on Fire promises this new retail space, the first in Asia, will redefine the diamond shopping experience.
Founded in 1996, Hearts on Fire has built a reputation for the exceptional quality of its cuts, with each diamond crafted to showcase a perfect hearts and arrows pattern. This commitment to excellence has established the brand as a trusted name in diamond jewellery, and now, with a fresh vision, it aims to connect with a modern audience.
As I walk into the brand’s VIP room at the head office in Central, we settle down with pleasantries and Maltez asks me to try on the jewellery. “We started this journey almost three years ago,” she tells me over a cup of coffee. “We began by looking at the market and what customers want. There is a deep appreciation for our diamond expertise, but consumers are seeking something more modern. A lot of diamond jewellery experiences are traditional and classic, and we saw a white space where we can play.”
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A model wearing the Barre collection (Photo: courtesy of Hearts on Fire)
The new boutique, designed in collaboration with interior designer Joyce Wang, aims to create a welcoming atmosphere that feels more like a home than a traditional jewellery store. “We want customers to get up close and personal with our diamonds and jewellery,” Maltez says. “It’s about moving away from the idea that diamonds are intimidating. We want to create every opportunity in the store for customers to try it on and feel that wow moment.”
Her approach to jewellery has also been shaped by a desire to enjoy it. “Jewellery has to be playful at some level,” she says.This quality is reflected in the brand’s new collections, which she described as “bold” and designed to resonate with a modern audience. A similar approach is reflected in the boutique’s design, which is intended to evoke a sense of comfort and accessibility. “We want to make diamonds more enjoyable,” Maltez says. “It’s an investment, yes, but you don’t want it sitting in a safe. You want to wear it every day and have that little bit of sparkle and joy. A few years ago, you wouldn’t have seen me wearing diamonds—I couldn’t find designs that felt modern enough or comfortable to wear. Now, I’m confident in my choices and have more fun with them.”
Maltez emphasises the importance of education in the customer experience. “We want to [take] away the intimidation factor,” she says. “Rather than having lots of tools or digital things, we really wanted people to be able to touch and feel the jewellery.” This hands-on experience is designed to foster a deeper connection between customers and the brand.
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A model wearing the Barre collection (Photo: courtesy of Hearts on Fire)
The boutique will also showcase Hearts on Fire’s Barre collection, which features designs that incorporate floating diamonds and fluid metalwork. “This collection plays on the idea of the lights in a metropolis like Hong Kong,” Maltez explains. “We wanted to introduce a much bolder design element, which is very different from our past jewellery.”
As Hearts on Fire prepares to launch this new chapter, Maltez reflects on the brand’s vision: “to empower our customers to feel that yes, they deserve it. Yes, they can.” This philosophy is not only central to the boutique’s design but also to the broader strategy of making diamond jewellery accessible to and enjoyable for all.
As the brand prepares to add sparkle to Hong Kong’s business district, it’s clear that Hearts on Fire is not just selling diamonds—it’s sparking a revolution in how we perceive, purchase and cherish these gems.
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