Diamond brand Hearts On Fire unveiled its new retail concept at the Forum Shops in Las Vegas, Nevada. This retail store launch is part of Hearts On Fire's global expansion plans, designed to transform the way consumers relate to and buy fine diamond jewelry.
Hearts On Fire retained 8 Inc., an architectural firm that designed and built Apple retail stores, to create a sleek retail concept store. The space includes eye-level, transparent "Jewel Boxes" that replace long display cases, which position sales associates and customers on the same side of the counter.
The store has a digital "Knowledge Wall," which Hearts On Fire believes will empower consumers to learn about the brand as they select items to place in a virtual jewelry tray that is then delivered to them within minutes. Another innovative feature is the "Community Table" where shoppers can interact and confer with each other as they try on diamond jewelry.
"Today's discerning and digitally-savvy consumers have come to expect an exciting and engaging retail environment that offers quick and easy access to merchandise," said Glenn Rothman, the chief executive of Hearts On Fire. "We are thrilled to unveil our new retail concept, which is breaking down traditional barriers and making fine diamond jewelry purchases inviting, educational, interactive and fun."
The Forum Shops location represents the first in Hearts On Fire's international retail expansion strategy, which begins in premiere mall locations across the U.S. Additional plans call for 10 to 15 leases in premium locations by the end of 2013, in major metropolitan areas such as Boston, Philadelphia and Los Angeles, as well as international locations including Singapore, Malaysia and Taiwan. The company expects to have between 50 and 75 signed leases globally in the next five years.
The Forum Shops store, which is owned in collaboration with retail partner Cliff and Darlene Miller of MJ Christensen Diamonds, will showcase Hearts On Fire's first designer collection under new director of design, Ilaria Lanzoni. The line will launch in June, and will include designs from the new "Copley" collection, inspired by architecture in the city of Boston. All of the designer collections are intended to highlight Hearts On Fire's brand innovation and create a more aspirational retail experience, while offering a wide range of price points.