Hearts On Fire has announced it will begin closing over 120 retail accounts in what it says is an attempt "to consolidate and strengthen its family of independent retail jewelers."

The company’s president spoke about the decision to JCK here, noting that the retailers have not been notified at press time.

The goal is to focus on those retail partners that can best represent the Hearts On Fire brand experience, the company said.

Glenn Rothman, CEO of Hearts On Fire, said, "We expect tremendous growth over the next 24 months and will rely on all of our retail partners to meet the increased expectations of today’s consumer."

The company plans to place the Hearts On Fire brand in a new group of strategically defined accounts throughout the course of 2010 to complement the existing 650 locations around the world, it said.

JCK