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Surprise! Hearts On Fire To Open Retail Store and Sell Direct To You!
National Jeweler reported today that following the lead of DeBeers and Lev Leviev, (heretofore manufacturing and selling wholesale only) Diamond brand Hearts On Fire which currently sells its branded diamonds via 750 Authorized Dealer retail stores in 34 countries is going direct to the you, the consumer and will open its first North American store at the end of June in Atlantic City, New Jersey.
At a Hearts On Fire cocktail event held last Thursday evening during the Couture show at the Wynn hotel, Ellen Maloney, the company's vice president of retail experience and development, said the new retail store is scheduled to open June 26 through June 27 in the boutique shops connected to Atlantic City's Borgata Hotel Casino and Spa.
Surrounded by high-end neighbors such as Hugo Boss AG, luxury lingerie destination La Perla and Just Cavalli, Hearts On Fire's first American store will carry a full line of jewelry, from bridal to red-carpet couture pieces.
When asked about the physical make-up of the store, including any sensory branding efforts, Maloney wouldn't give specifics but said that "all of the senses will be addressed," in the new retail outlet.
Time will tell if this move by HOF is limited in scope or whether they plan to open additional retail stores across the Unites States. If HOF does decide to expand and open more US based stores selling directly to the public, then no doubt current HOF Authorized Dealers will have reason to fret selling against their parent company.
Stay tuned.
ETA 6-11-08: We have received an e-mail from Rachel Clementi, Director of Publicity, Hearts On Fire, stating that this report by National Jeweler is inaccurate.
The Hearts On Fire store will be branded Hearts On Fire, but will be owned and operated by Authorized HOF Dealers, Madeline and Harvey Rovinsky of Bernie Robbins Fine Jewelry.
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