Hearts On Fire Diamonds Unveils New Retail Concept with Forum Shops Store Opening

HENDERSON, NV, May 24, 2012 (Press-News.org) Revolutionizes How Consumers Relate to and Buy Fine Diamond Jewelry

Hearts On Fire (HOF), the pre-eminent consumer brand in fine diamond jewelry, today unveiled a revolutionary new retail experience with the opening of its store at the Forum Shops in Las Vegas. The retail launch is part of Hearts On Fire's global expansion plans designed to transform the way consumers relate to and buy fine diamond jewelry.

To execute its vision, HOF retained 8 Inc., the groundbreaking architectural firm that designed and built Apple retail stores. Innovative features of Hearts On Fire's sleek and modern new retail concept include:

-- Eye-level transparent "Jewel Boxes" that replace long display cases and, for the first time position the sales associate and customer on the "same side of the counter," facilitating a more personal relationship and allowing a closer view of their engagement rings, necklaces, earrings and other diamond jewelry.

-- A digital "Knowledge Wall" empowering consumers with knowledge and convenience to learn about all aspects of and interact with the Hearts On Fire brand, and send items to a virtual jewelry tray for a sales professional to deliver within moments, to view, try on and purchase.

-- An innovative "Community Table" that encourages shoppers to interact and confer with each other as they try on diamond jewelry -- much like they would in a store's fitting room.

"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, CEO 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."

HOF's Global Expansion Plans

The Forum Shops location represents the first in Hearts On Fire's international retail expansion strategy, which begins in premiere mall locations across the country. HOF's plans call for 10-15 leases in premium locations by the end of 2013, in major metropolitan areas in the U.S. including Boston, Philadelphia and Los Angeles, as well as international locations including Singapore, Malaysia and Taiwan. The Company expects to have 50-75 signed leases globally in the next five years.

New Designer Collections Launched at The Forum Shops

The Forum Shops store, which is owned in collaboration with long-time retail partner Cliff and Darlene Miller of MJ Christensen Diamonds, will showcase HOF's first designer collection under new Director of Design, IlariaLanzoni. 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 HOF's brand innovation and create a more aspirational retail experience, while offering a wide range of price points.

About Hearts On Fire

The Hearts On Fire Company (HOF), is successfully building the pre-eminent consumer brand in the fine diamond jewelry business. Founded in 1996, Hearts On Fire has established a new industry standard for diamond cutting perfection, enabling the Company to become the world's fastest growing diamond brand. The Company continues to redefine the industry through its extraordinary diamonds, sophisticated marketing and training programs and unique retail relationships. Hearts On Fire, The World's Most Perfectly Cut Diamond(R), is sold in 650 retailers spanning 34 countries, 14 HOF stores globally, heartsonfire.com and authorized HOF retailer websites. For more information, please visit http://www.heartsonfire.com .

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