Hearts On Fire Unveils New Ad Campaign

-- JCK-Jewelers Circular Keystone, 10/29/2007 9:42:00 AM

Hearts On Fire is launching (MONOGAMY)100, a global advertising campaign that links the intensity of Hearts On Fire diamonds with the power and intensity of being in a committed relationship.  

“The Monogamy to the hundredth power campaign will resonate with passionate, quality driven consumers who want to express their most intense relationship with a Hearts On Fire diamond. As the only diamond in the world cut and polished at 100 times magnification, 10 times the industry standard, a Hearts On Fire diamond perfectly embodies the intense emotion of a deeply committed relationship,” said Caryl Capeci, vice president of Marketing for Hearts On Fire. “Our goal is to powerfully break through the mass of indistinguishable jewelry ads by implementing a campaign that firmly establishes the Hearts On Fire brand as a ‘Category of One’ in the premier luxury diamond business.”

The (MONOGAMY)100 campaign was conceived and created by Boston-based Modernista!, the firm known for creating campaigns for brands such as Cadillac, TIAA-CREF, HUMMER, and the GAP.  

“Premium luxury brands can sometimes be a parody of themselves. Hearts On Fire is distinctly unique in the diamond category because they are truly the best. They do everything to the hundredth power, including their marketing,” said Gary Koepke, Executive Creative Director and Co-Founder of Modernista! “We are thrilled to work with an ambitious partner and be able to impact all consumer and retailer points of contact.”

The print advertisements are scheduled to run in the November issues of popular lifestyle magazines such as Architectural Digest, W, Metropolitan Home, InStyle, House & Garden, and Vogue. TV, radio, and online advertising will also support the effort.

To reflect the company’s brand positioning, Hearts On Fire also unveiled a new corporate Web site.

As part of the campaign, the brand conducted a survey of 1,000 men and women and found that 87 percent of the participants aspire to be in a monogamous relationship, and 91 percent of men and women agree that monogamy is sexy. The ads can be found online at:

* Print Ad - http://www.heartsonfire.com/#/us/en-us/monogamy/diamond-print.php?printid=0

* TV Ad – http://www.heartsonfire.com/#/us/en-us/monogamy/diamond-tv.php?videoPath=/videos/video_1.flv

* Radio Ad- http://www.heartsonfire.com/#/us/en-us/monogamy/diamondradio.php?videoPath=/radios/video_1.flv