HOF Launches Millennial-Oriented Brand Platform

(IDEX Online News) – Hearts On Fire (HOF) has launched a new, global brand platform – “Ignite Something” – which is aimed at changing the way consumers, especially millennials, relate to diamond jewelry.

The Ignite Something campaign will be featured globally in top fashion and bridal magazines starting in September, as well as television, extensive digital outlets, and social media channels including HOF’s Facebook and Instagram accounts. New TV and video aspects of the campaign will launch on these social media channels later this month.

The idea behind the campaign is to spark the reader’s imagination and leave the story open to interpretation. The company said the tagline, Ignite Something, aims to show what the beauty and power of a perfectly cut diamond can create.

“Today’s young couples are part of a generation that has a different relationship with tradition – they are doing things the way that they want to,” said Kristin Suppelsa, VP of Marketing.

“The platform of Ignite Something truly does support all of the programs we have created to connect directly to today’s luxury customers, from our increased emphasis on design – including a new Collaboration with prominent UK jewelry designer Stephen Webster – to stronger innovation in digital and social media,” added Suppelsa.

“Ignite Something is a disruptive campaign for a luxury brand," said TBWA\Chiat\Day CEO Rob Schwartz. “Hearts on Fire came to us with a real desire to break through the tired conventions of the traditional luxury jewelry market and tell a different story to a different audience. We feel this campaign does just that."

The campaign will be rolled out across all HOF points of distribution, including independent retailers, HOF retail stores and the brands eCommerce channel.