HOF Unveils Innovative New Retail Concept; Announces Plans to Add 10-15 Stores
May 17, 12
(IDEX Online News) – Fine diamond jewelry company Hearts On Fire today (Thursday) revealed its new retail concept with the opening of its store at the Forum Shops in Las Vegas. According to the company, the new concept is designed to break down traditional barriers and make find diamond jewelry purchases more fun and inviting.
Hearts On Fire's New Retail Store Concept
The new store, which was designed by 8 Inc – the architectural firm that designed and built Apple’s retail stores – includes eye-level transparent “Jewel Boxes” that replace long display cases and a digital “Knowledge Wall.” This wall will allow consumers to learn about and interact with the Hearts On Fire brand and will also enable them to send items to a virtual jewelry tray for a sales professional to deliver within moments, to view, try on and purchase.
In the new store, the sales associates will not stand behind a counter, but will be free to move around the sales floor, which the company says will facilitate a more personal relationship with the customer.
Taking inspiration from an Apple store, the Forum boutique has a “Community Table” that encourages shoppers to interact and confer with each other as they try on diamond jewelry – much like they would in a store’s fitting room.
“Today’s discerning and digitally-savvy consumers have come to expect an exciting and engaging retail environment that offers quick and easy access to merchandise,” said CEO Glenn Rothman. “We are thrilled to unveil our new retail concept, which is breaking down traditional barriers and making fine diamond jewelry purchases inviting, educational, interactive and fun.”
Hearts On Fire is planning to add 10-15 leases in premium locations by the end of 2013, in major metropolitan areas in the U.S. including Boston, Philadelphia and Los Angeles, as well as international locations including Singapore, Malaysia and Taiwan. The company expects to have 50-75 signed leases globally in the next five years.