Hearts On Fire’s ongoing partnership with Girls Inc. is a stellar role model for the inaugural Diamonds Do Good Jewelry Awards
In 2018, executives at Boston-based diamond jewelry manufacturer Hearts On Fire decided that instead of simply describing the company as “a brand by and about women,” they needed to show it. And what better way to prove their commitment to women than by partnering with Girls Inc., a national organization dedicated to serving underprivileged girls across North America?
Hearts On Fire’s involvement with the nonprofit “started off with the basics: volunteerism and financial support,” says Trisha Spillane, senior director of public relations and marketing for Chow Tai Fook North America, which owns both Hearts On Fire and Memoire. “But we didn’t want to just write a check.”
In September 2018, the brand extended its relationship to include a capsule collection codesigned by four girls, ages 14 to 17, from the organization’s chapter in nearby Lynn, Mass.
“We took them through the entire jewelry-making process over the course of six lengthy sessions, from concept to design to CAD to prototype phase to how are we going to market this? How are we going to sell this? How are we going to get a celebrity to wear this?” Spillane recalls. “At the first session, we did different activities to make sure they felt comfortable with us. They literally drew circles and pulled imagery out of magazines and created their own mood boards. It was so cool.”
The resulting collection, formally unveiled on International Women’s Day, March 8, 2019, included a few surprising details suggested by the girls, including Hearts On Fire’s first use of rubies (a nod to Girls Inc.’s red logo) and its first movable piece, a flip ring with rubies on one side and diamonds on the other. A portion of the proceeds from the sale of the collection helps fund more Girls Inc. programs.
“A lot of media have picked up on the initiative,” Spillane says. “It’s been really buzzy.”
Readers, take note. JCK, in partnership with Diamonds Do Good, recently announced the inaugural Diamonds Do Good Jewelry Awards honoring members of the jewelry industry who’ve made charitable giving a successful and sustainable part of their business. The winner(s) will be featured in the magazine’s June issue and feted at the Diamonds Do Good gala June 1 during the JCK Las Vegas show.
If you can provide an example of how a philanthropic endeavor has been good for your business, please consider entering. All you need to do is answer a few simple questions and submit hi-res imagery to support your application. The deadline for entering is March 12. Go to jcklasvegas2020.com/diamondsdogood for more information.
And take it from Spillane: “Retailers are always telling us they need something to talk about at the counter,” she says. We’re all ears!
Top: Lorelei diamond and ruby floral station necklace in 18k white gold; $17,500
