Hearts On Fire unveiled a new design concept at the opening of its store at the Forum Shops in Las Vegas that marks the beginning of an aggressive international retail expansion strategy.

By the end of 2013, Hearts On Fire plans to sign at least 10 to 15 additional leases for new locations across major metropolitan areas in the United States. The company also expects to have 50 to 75 signed leases globally in the next five years.

The new store features transparent jewel boxes that allow a closer view of the jewelry, a digital wall with information about the brand, and a community table that allows customers to interact with each other when they shop.

“We started with a dream to revolutionize the way diamonds are bought and sold,” Glenn Rothman, CEO of Hearts on Fire, says. “We wanted to engage customers as a community rather than as a business transaction.”

Each HOF retail location will be a joint venture with local retail partners. “We are very excited and looking forward to sharing this excitement with our retail partners,” Rothman says.

JCK