Hearts on Fire, the jewelry brand owned by Chow Tai Fook Jewellery Group, has launched its latest collection inspired by the mystery of the cosmos, aptly called “Dream.”
Sculpted in curves that emulate the movement of celestial orbits, the collection highlights a circular form set by its signature-cut diamonds. On the back of each setting are star motifs that nod to the line’s cosmic inspiration.
Creating miniature universes around the finger, the earlobe, the neckline and the ankle, key pieces include convertible pendant necklaces and earrings that form a circle stud but also can be released into a linear drop.
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The full collection features 18 items, with prices ranging from $1,900 for the Dream Solo Pendant Necklace to $35,500 for the Dream Floating Necklace with 27 gold orbs that dance atop the skin.
The design process for Dream started with a desire to imagine a unique design language, according to Yunjo Lee, chief creative officer of Hearts on Fire for more than two years.
“It’s a language that feels emotional, sculptural and in motion,” said Lee, who was particularly inspired by “the distant glow of galaxies and the quiet rhythm of celestial movement.”
“That sense of balance, light and continuity became the foundation of the collection,” Lee added.
To launch the collection — also to celebrate the brand’s 30th anniversary — Hearts on Fire unveiled a global campaign titled “What’s Your Signature?” Models, accompanied by an internal voiceover, face the camera as if it were a mirror, expressing ideas that pertain to personal empowerment and self-expression.
For Lee, the creative direction of the video gently shifts the viewer’s perspective from the diamond itself to the woman who wears it. “If our diamonds are perfectly cut, the natural question becomes, what defines the wearers?” Lee said.
To celebrate the launch, the brand held an event at the Los Angeles fashion boutique Just One Eye, which was cohosted by store owner Paola Russo and Lee. The clienteling event included guests such as actresses Ashley Madekwe, Leah Lewis and Adelaide Kane, and Colombian Dominican singer Nezza.
Rita Maltez, global president of Hearts on Fire, sees a strong self-purchase culture and “a client who is confident and design-aware” in L.A. — a key fashion hub that will soon be hosting traveling collections for Hermès and Dior.
“Our focus there is not broad expansion, but building the right presence — through a more selective network, stronger partners and elevated environments that reflect the brand more accurately,” said Maltez, noting the brand is betting on the broader U.S. market to project a more design-led message globally.
“We are creating a more focused and differentiated brand — with stronger codes, a clearer aesthetic and a more intentional voice, expressed consistently across product, experience and communication,” Maltez added.
Hearts on Fire, founded in 1996 in Boston, was sold to Chow Tai Fook Jewellery Group in 2014. Apart from its Chow Tai Fook flagship brand, the legacy Chinese jeweler’s portfolio also includes Enzo and Monologue.
Hearts on Fire counts seven stand-alone stores and department store counters in China. The brand is also stocked at 480 jeweler locations worldwide.