How Hearts On Fire Reinvented Itself for Its 30th Anniversary

By Karen Dybis | October 28, 2026

Hearts On Fire is celebrating its 30th anniversary by transforming into a modern diamond jewelry brand—an achievement that required refining its distribution strategy, working with a new creative team, and engaging with a multigenerational consumer base.

This transformation comes out of what Hearts On Fire North America president Rebecca Foerster calls some of the most challenging years she has faced in the diamond and jewelry industry. Tariffs. Lab-grown diamond disruption. Higher costs at its Thailand and North American factories. The ever-changing consumer who is heavily influenced by what they see on social media.

“We knew that in order to sustain the business, we had to make significant changes,” Foerster says. “We needed to update our value proposition for our customers and retailers.”

Foerster says Hearts On Fire began its internal overhaul with a simple change: It would remain committed to natural diamonds and elevate its efforts to become a modern diamond jewelry brand. That one-word shift to include the word modern informed every decision from that point, she explains.

hearts on fire earrings — *These Inside/Out diamond Stiletto Flip earrings can be personalized with several metal choices and diamond weights (pictured here in 18k rose gold with 5 cts. t.w. diamonds, $23,690).*

“We needed to modernize to connect to today’s consumer. We didn’t want to alienate longtime clients, but we also wanted to appeal to the new customers who are looking for those unique design pieces and collections,” Foerster says. “Our value is in women’s empowerment. We wanted a tone that was approachable and inviting.

“And we wanted approachable price points because we feel every woman should be able to own a piece of Hearts On Fire jewelry,” she says. “If you like the concept and the look, you can buy something for $2,500 or $200,000. Either way, it still has the essence of our story but presented in a different way.”

Hearts On Fire started moving in that direction two years ago when it hired its first creative director. That led to its first jewelry collections, which tie into the kind of cultural moments and stories consumers see in their Instagram feeds. Dream speaks to celestial motifs. Inside/Out uses pavé diamonds on fluid, organic forms. Vela, with its French-cut pavé diamonds, is light and airy like the feathers that inspire it.

In April, Hearts On Fire brought these collections together under a global campaign called “What’s Your Signature?” Its goal was to encourage clients to reflect on what makes them feel truly themselves, and that jewelry can help convey their confidence, Foerster says.

The business also refined its distribution strategy, seeking additional retail partners among independent jewelry and specialty stores. Foerster said examples include its new partnerships with South Florida’s J.R. Dunn and IJL in Winnipeg, Manitoba. Hearts On Fire also rebuilt its traditional training into the Hearts On Fire Academy, a two-day program to teach its retail partners and sales associates about its products and new collections.

Hearts on fire pendant — *The Inside/Out rondel diamond pendant necklace ($1,250), shown in 18k rose gold with pavé diamonds*

“We just had an academy in Charlotte, and it was a chance for us to tell our story. We came together to learn and just spend time together,” Foerster says.

Internally, Foerster says she emphasized team-building and work-life balance, hoping to ensure her Hearts On Fire coworkers felt supported during the stressful days of rising tariffs and ever-changing gold prices. Even simple things—like the company’s new Kudos program—lets team members support one another and highlight best practices.

“Culture is hard to build, and that became my big project as a leader,” Foerster says. “The rules had changed, and we needed to be prepared to pivot and adapt. In times when people are working at top capacity and taking on additional roles, it is my responsibility to help.”

All of these efforts culminated in a way through the 30th anniversary Hearts On Fire commemorative necklace, Foerster says. The Dream heart pendant boasts 30 signature-cut diamonds—a tribute to the past paired with affection for the future.

“It was a big feeling of pride—we made it to 30 years and brought forward a strategy that can work in even the most difficult of times,” Foerster says. “We’re proud of our accomplishments, and we are celebrating this milestone.”

Top: Hearts On Fire created this 30-diamond heart pendant within its Dream collection to honor its 30th anniversary. (Photos courtesy of Hearts On Fire)