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RAPAPORT... The diamond and jewelry brand Hearts On Fire launched in Mainland China by sharing its marketing and retail rollout strategies and unveiling a standalone store in Shanghai, which will officially open shortly. In addition, the brand intends to open Hearts On Fire points of sale in Hong Kong and Macau. Fashion icon Olivia Palermo, joined the celebration by showcasing the new Hearts On Fire "Fire" collection that will be sold exclusively in China. 
"We are very confident about the prospects for Hearts On Fire in Mainland China; it is ideally suited to realize these key emerging trends," said Adrian Cheng, the executive director of Chow Tai Fook, which owns Hearts On Fire. "As demand for diamond jewelry continues to increase here, Hearts On Fire will become a household name, known not only for its extraordinary diamond-cutting process, but also the luxury lifestyle that it represents." Hearts On Fire's strategic plan involves capturing two key Chinese consumer trends to grow diamond demand. By promoting its specialty diamond offerings to younger consumers, Hearts On Fire expects to attract that demographic, which now favors diamond jewelry over traditional gold jewelry. Secondly, the brand's premium luxury positioning will cater to China's expanding wealthy consumer class as they becoming more brand aware and appear eager to make lifestyle purchases.
Glenn Rothman, the CEO of Hearts On Fire, said, "Back home, in the United States, Hearts On Fire has already been embraced as symbolic of the Hollywood and Red Carpet lifestyle. We are very excited now to share with so many of our new customers what this lifestyle means and how they too can live it. We expect that this brand positioning and our retail strategy to deliver it will be very well-received here in Mainland China."
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