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RAPAPORT... Diamond brand Hearts On Fire opened at the King of Prussia Mall in Philadelphia, Pennsylvania, marking its second U.S. retail location. The company's retail concept features eye-level, transparent "Jewel Boxes" that replace traditional display cases along with lighting, sound, scents and soft materials that company confirmed ''appeals to all five human senses'' in order to create an enjoyable shopping environment.
The new store also features a digitally enhanced environment throughout the 1,200-square-foot space to empower consumers to learn about all aspects of the Hearts On Fire brand, including interactive screens, video and a digital jewelry catalog. There is also a "Community Table" that encourages shoppers to sit down and interact with each other as they try on diamond jewelry.
The Hearts On Fire King of Prussia Mall store is located on the upper level next to Neiman Marcus and is owned in collaboration with long-time retail partner Harvey and Maddy Rovinsky of Bernie Robbins Jewelers. Hearts On Fire opened its first U.S. location featuring its new retail concept in the Forum Shops at Caesars Palace in Las Vegas in May 2012.
"With all of the technology and digital innovation in our lives today, consumer expectations have changed when it comes to how they want to shop," said Glenn Rothman, the CEO and Founder of Hearts On Fire. "Especially when it comes to highly considered purchases, such as diamond jewelry, consumers no longer want a traditional feel and are searching for a more unique, personal experience. That is why we are excited to continue to refine and expand our retail concept – breaking conventional shopping barriers and making the diamond jewelry retail experience enjoyable and interactive fun again."
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