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Hearts On Fire To Replace The Dog with Diamonds, As Man's Best Friend.
Don't tell the family dog, but Hearts on Fire is making a bid to replace a man's favorite canine companion with diamonds.
The company announced that it is challenging the notion that custom diamonds are only gals' best friend by introducing a loose diamond program aimed specifically at men. The new platinum collection, "Distinguished," offers rings, bracelets and cuff links as semi-mounts for diamonds of male customers' own choosing.
"Men are wearing more and more diamond jewelry, and are demanding more of a selection, much like women have," designer Katherine Rosenberg-Pineau, Hearts on Fire vice president of product development and merchandising, said in a release. "Why shouldn't men be able to select the diamond of their choice, too? The 'Distinguished' collection offers this."
In platinum, the collection retails from $5,900-$20,000. Hearts on Fire touted Olympic Gold medalist Apolo Anton Ohno in its release, who wears the brand's "DreamStone Talisman" around his neck. It retails for $16,000.
