The American brand of diamond jewelery Hearts on Fire, bought this year by the Chinese retailer Chow Tai Fook, held an opening ceremony in Shanghai and officially announced the start of work in mainland China.
The Hearts On Fire strategy is based on meeting the growing demand for jewelry with precious stones in China, the fastest growing diamond market and focusing on two trends of Chinese consumers. Firstly, these are young Chinese who prefer diamonds to traditional gold jewelry, especially in the wedding segment. Secondly, the company positions itself for the growing middle and high-income class of Chinese buyers who value branded products and are willing to spend money on status purchases.
"We are confident in the Hearts On Fire prospects in mainland China," said Adrian Cheng, director and board member of the company, "with the growing demand for diamond jewelery, Hearts On Fire will become a household name not only due to the exceptional diamond cutting process, but also the luxurious lifestyle that this brand represents. "
 The company plans to open the first brand store in Shanghai, and then launch sales points in Hong Kong and Macau.