National Jeweler Network

Market Developments

Hearts on Fire opens store in PA, closes in NJ


Philadelphia--Hearts on Fire announced Tuesday that it opened the second of its new concept retail stores in Philadelphia while also confirming that it has shuttered its first U.S. retail location, the boutique located in the Borgata hotel in Atlantic City, N.J.
The new store is located on the upper level of King of Prussia Mall next to Neiman Marcus and, like the brand’s Las Vegas location, is owned in collaboration with retailers; in this case, Harvey and Maddy Rovinsky of Bernie Robbins Jewelers.

The Rovinskys are the jewelers who owned and operated the Hearts on Fire boutique located in the Borgata in Atlantic City, which opened in June 2008 but closed last year. Hearts on Fire Vice President of Marketing Caryl Capeci said at the time that store closed, the brand already was working with the Rovinskys on the new store in the King of Prussia Mall.

The brand said its newest store represents an evolution of the selling and conceptual design first introduced with the opening of its Las Vegas store in May 2012.

The 1,200-square-foot space has eye-level transparent “jewel boxes,” as opposed to the traditional long display cases, that allow sales associates and customers to work side-by-side; interactive digital screens, videos and a digital jewelry catalog; and a “community table,” where shoppers can sit down while they try on diamond jewelry, similar to the way they would in a store dressing room.

“With all of the technology and digital innovation in our lives today, consumer expectations have changed when it comes to how they want to shop,” said Glenn Rothman, CEO and founder of Hearts on Fire. “Especially when it comes to highly considered purchases, such as diamond jewelry, consumers no longer want a traditional feel and are searching for a more unique, personal experience. That is why we are excited to continue to refine and expand our retail concept -- breaking conventional shopping barriers and making the diamond jewelry retail experience enjoyable and fun again.”

The other Hearts on Fire retail store is located in The Forum Shops at Caesars Palace in Las Vegas. It is operated in conjunction with Las Vegas retailers Cliff and Darlene Miller of MJ Christensen Diamonds.

Hearts on Fire, which bills itself as The World’s Most Perfectly Cut Diamond, is sold in 650 retail outlets in 34 countries, 13 Hearts on Fire stores around the world as well as on and authorized retailer websites.