Yesterday Boston-based diamond company Hearts On Fire announced that it will be collaborating with wedding gown designer Hayley Paige on an upcoming collection of engagement rings and wedding bands.
The Hayley Paige brand is owned by New York City–based bridal fashion wholesaler JLM Couture, but the designer’s personality, visibility, and robust Instagram following are integral to the line’s success, particularly with millennial brides.
Designer Hayley Paige, photographed in May (image via: @misshayleypaige)
Since the Hearts On Fire x Hayley Paige collection is set to debut in spring 2019, there are no product shots or CADs available at this time.
So what can jewelry retailers expect from these engagement rings and wedding bands, especially if they’re not as familiar with her brand as the young consumer? Paige’s gowns, alternately meringue-like and confectionary, or intricately beaded with plunging necklines and fit-and-flare silhouettes, offer some clues.
Hayley Paige wedding gowns (images via: @misshayleypaige)
According to Rachel Leonard, editorial director of the Bridal Council, an industry organization composed of luxury bridal designers, retailers and media, “Hayley has an exuberant personality, loves what she does, her gowns are youthful, fun and modern and sell well. The dresses have an ease to them—they’re lightweight and very wearable.”
And the Hayley Paige brand seems to radiate a girly, playful vibe of pure joy—a culture of Champagne, sparkle, and pink balloons. And millennials are wildly attracted to both her product and her bubbly lady-boss persona.
Frequent appearances on TLC’s Say Yes to the Dress and starring in Hayley Ever After, her own digital pilot show for the network, have drawn millennial brides even closer into Paige’s orbit, further reinforcing her status as one of the biggest names in bridal fashion right now.
Hearts On Fire’s new designer collaborator has a popular emoji app called Holy Matrimoji by Hayley Paige featuring GIF stickers like these—enchanting illustrations created by Paige herself that are lighthearted, pretty, and completely on-brand.
“What really drew us to Hayley is not only her fantastic eye for design and authority in the bridal space, but also her unique way of…authentically connecting with millennial females. This partnership truly celebrates the emotional significance of the ring and the dress—key moments in the life of all brides,” said Stephanie Evans Greene, Hearts On Fire’s vice president of marketing, in a statement.
Meanwhile, the licensing agreement is a huge milestone for someone in the process of building a powerhouse brand in league with the likes of say, Monique Lhuillier.
“Collaborating with Hearts On Fire…enables us to deliver to a new millennial, and soon Gen Z, audience that demands a sense of inventiveness and conflict-free craftsmanship. This sparkling landscape is a visionary daydream come true for me,” Paige said in a prepared statement.
And, potentially at least, for jewelry stores as well.
Top: This Cinderella-blue Hayley Paige wedding gown points to the whimsy, exuberance, and femininity that will likely inform the look and feel of her forthcoming engagement ring collaboration with Hearts On Fire.
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