US company Hearts On Fire (HOF), purchased earlier this year by Chinese jewelry brand Chow Tai Fook, has launched its first store in mainland China.
The firm said it aims to tap into two key Chinese consumer trends: the increasing preference of young Chinese consumers for diamonds over traditional gold jewelry, particularly in the bridal category, and the expanding demographic of brand-aware middle-and-upper class buyers eager to spend on lifestyle purchases.
"We are very confident about the prospects for Hearts On Fire in mainland China; it is ideally suited to realise these key emerging trends," said Adrian Cheng, HOF director and board member.
"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."
HOF opened its first stand-alone image store in Shanghai, and plans to open points of sale in Hong Kong and Macau.
Dasha Platonova, Editor in Chief of the Asian Bureau, Rough&Polished
