Hearts On Fire looks to ignite millennials' interest

Boston--Hearts On Fire is hoping to start a conversation about, and change, younger generations’ attitudes toward diamond jewelry with its new global advertising campaign and brand platform.

Called “Ignite Something” and created in conjunction with advertising agency TBWA/Chiat/Day New York, the campaign launched Tuesday. Its beginnings can be viewed on the company’s website as well as on its Facebook page.

TBWA/Chiat/Day CEO Rob Schwartz said Ignite Something is designed as “disruptive” campaign for a luxury brand, telling a different story than what’s normally told in traditional jewelry ads.

Like the majority of new marketing campaigns, Ignite Something is geared toward the millennial audience, many of whom are reaching the marrying age and have very different views on luxury than that of their parents.

“Today’s young couples are part of a generation that has a different relationship with tradition--they are doing things the way that they want to,” said Kristin Suppelsa, Hearts On Fire’s vice president of marketing.

Another luxury jewelry brand, Tiffany & Co., used this same understanding--that young people today are doing things differently--in its new “Will You?” campaign, which took a “modern look at love” by including a same-sex couple, a first for the 178-year-old brand, as well as a couple that had a child before getting married.

In its new campaign, Hearts On Fire said it aimed to create images that are approachable, energetic and real. The idea is to spark the imagination of the viewer and leave the story open to interpretation, allowing anyone who sees the ads to imagine themselves there in, of course, Hearts On Fire jewelry.

The tagline, Ignite Something, also correlates to the brand name itself, Hearts On Fire, and its being “the world’s most perfectly cut diamond,” as Hearts On Fire said its diamonds “truly ignite” something in every woman who wears them.

Later this month, the Boston-based diamond brand will roll out TV and video aspects of the campaign on social media, and there will be TV ads as well. Print ads in bridal and fashion magazines are scheduled to follow in September.

It will be seen in independent retailers and in Hearts On Fire boutiques too, in the United States as well as in Canada, Hong Kong, the United Kingdom, Taiwan, China and Australia.

Hearts On Fire announced back in April that it was working on this new campaign with TBWA/Chiat/Day, the American arm of