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Hearts On Fire Unveils (MONOGAMY)100.

Global Advertising Campaign Redefines Diamond Jewelry Marketing

NEW YORK -- Hearts On Fire, the pre-eminent consumer brand in the fine diamond jewelry business, today announced it is launching (MONOGAMY)(100), a strikingly different global advertising campaign that links the intensity of Hearts On Fire diamonds with the power and intensity of being in a committed relationship.

"The Monogamy to the hundredth power campaign will resonate with passionate, quality driven consumers who want to express their most intense relationship with a Hearts On Fire diamond. As the only diamond in the world cut and polished at 100 times magnification, 10 times the industry standard, a Hearts On Fire diamond perfectly embodies the intense emotion of a deeply committed relationship," said Caryl Capeci, Vice President of Marketing for Hearts On Fire. "Our goal is to powerfully break through the mass of indistinguishable jewelry ads by implementing a campaign that firmly establishes the Hearts On Fire brand as a 'Category of One' in the premier luxury diamond business."

The (MONOGAMY)(100) campaign was conceived and created by Boston-based Modernista!, the firm known for creating campaigns for power brands such as Cadillac, TIAA-CREF, HUMMER, the GAP and Product (RED).

"Premium luxury brands can sometimes be a parody of themselves. Hearts On Fire is distinctly unique in the diamond category because they are truly the best. They do everything to the hundredth power, including their marketing," said Gary Koepke, Executive Creative Director and Co-Founder of Modernista! "We are thrilled to work with an ambitious partner and be able to impact all consumer and retailer points of contact."

The print advertisements are scheduled to run in the November issues of popular lifestyle magazines such as Architectural Digest, W, Metropolitan Home, InStyle, House & Garden and Vogue; TV, radio and online advertising will also support the effort.

To reflect the Company's brand positioning, Hearts On Fire also unveiled a new corporate website at www.heartsonfire.com.

New Survey Reveals Monogamy is Aspirational, Sexy and Attainable

As part of the campaign, a survey conducted by Hearts On Fire of 1,000 men and women found that 87 percent of the participants aspire to be in a monogamous relationship, and 91 percent of men and women agree that monogamy is sexy. The full survey results and methodology, issued today can be provided upon request.

Survey Press Release - http://home.businesswire.com/portal/site/home/index.jsp?epi-content= NEWS_VIEW_POPUP_TYPE&newsId=20071029005835&ndmHsc=v2* A1035982800000*B1193690335000*DgroupByDate*J2*L1*N1000003* ZHearts&newsLang=en&beanID= 2133606841&viewID=news_view_popup

Print Ad - http://www.heartsonfire.com/#/us/en-us/monogamy/ diamond-print.php?printid=0

TV Ad - http://www.heartsonfire.com/#/us/en-us/ monogamy/diamond-tv.php?videoPath=/videos/video_1.flv

Radio Ad- http://www.heartsonfire.com/#/us/ en-us/monogamy/diamondradio.php?videoPath=/radios/video_1.flv

(Due to their length, these URLs may need to be copied/pasted into your Internet browser's address field. Remove the extra space if one exists.)

About Hearts On Fire

The Hearts on Fire Company, based in Boston MA, is successfully building the pre-eminent consumer brand in the fine diamond jewelry business, powered by the pulsating energy of its extraordinary diamonds. Founded in 1996, Hearts On Fire has established a new industry standard for diamond cutting perfection, enabling the Company to become the world's fastest growing diamond brand. The Company continues to redefine the industry through its extraordinary diamonds, sophisticated marketing, and training programs and unique retail relationships. Hearts On Fire, The World's Most Perfect Cut Diamond([R]), is carried in 31 countries, including 600 U.S. retail locations, as well as locations throughout the U.K., Asia, and the Caribbean. For more information, please visit www.heartsonfire.com.

About Modernista!

Modernista! was founded in Boston, MA, USA in September 2000 by creatives Gary Koepke and Lance Jensen. With additional offices in Amsterdam and Detroit, today the agency has over 150 employees from more than 15 different countries. M!'s client roster includes Cadillac, Product (RED), HUMMER, Animal Planet, Business Week, TIAA-CREF, Hearts On Fire and Stop Handgun Violence. Modernista! is fiercely independent.
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Publication:Business Wire
Date:Oct 29, 2007
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