New York: Jewelers around the world have come to realize the mostly untapped potential of the millennial audience, and technology is the most important tool they have at their disposal, writes Martha C. White for JCK. 3-D printing, ‘Build-a-ring’ modules and Apps that allow consumers to fully customize their jewellery (metal, setting, size and shape of the center stone) have simply come to be expected. Global luxury brand Hearts on Fire has heard the message, releasing a customizable bridal tool on the brand’s website, making it the latest in a long line of jewellers who have recognized the need for advanced technology.
“This innovation supports our company vision to capture more bridal market share, while at the same time meeting the growing consumer demand for individualized engagement ring styles. Our retail partners have long been asking for a tool of this nature, and we feel that the current market greatly supports us launching it at this time,” said Caryl Capeci, President of Hearts On Fire. Although rings can be designed and customized online, Hearts On Fire does not take orders online; rather, they encourage consumers to visit one of their retailers who will realize their design, thus encouraging foot traffic.
White suggests those who believe it is not necessary to make any advancements will likely have to choose another target audience or close shop. In the last 5 years, using technology in any capacity has not only been encouraged, but is expected. Technological developments that would have been seen as sci-fi a few years ago – prototypes of Holographic reality, Metal printing, Image searching, Virtual try-ons and Full-scale virtual reality – are already well on their way.
Founded in 1996 by Glenn and Susan Rothman, Hearts On Fire claims to be the world’s first branded diamond, “The only diamond in the entire world whose diamond is deemed perfectly cut every single time.” The Hearts On Fire diamond concept began with the discovery of an unusually cut diamond in Belgium that displayed an amazing hearts and Fireburst® pattern created by its perfectly symmetrical cut. Rothman brought this knowledge and experience home to the U.S. with him, and today, Hearts On Fire is sold in more than 500 retail stores in 32 countries around the world, including more than 10 Hearts On Fire stores globally.