Hearts On Fire Joins the eCommerce Fray

(IDEX Online News) - Branded diamonds maker Hearts On Fire is moving forward with its plans to sell directly to consumers. The company has partnered with ESDN, a retailer owned e-commerce provider, and now consumers can purchase select Hearts On Fire jewelry designs on either Heartsonfire.com or on participating retailer websites.

“Launching e-Commerce on this platform allows retailers the opportunity to attract new customers and offer existing customers a different way to buy Hearts On Fire,” said Ellen Maloney, EVP of Hearts On Fire.

Working with ESDN, participating retailers would display a “Shop Hearts On Fire” icon on their website homepage which will open up a Hearts On Fire jewelry catalog featuring an assortment of pendants, earrings and bracelets to purchase online.

When Hearts On Fire first announced its plans to sell directly to consumers it faced some criticism by its retail clients that did not like that their supplier will directly compete with them. At the time, the company promised that it will direct buyers to their local jewelers, among other remedies.

Hearts On Fire is carried in 34 countries, including over 500 U.S. retail locations.