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Sumnima Kandangwa

Freelance Editorial Assistant for Style by SCMP


Hearts on Fire, the brand owned by Chow Tai Fook Jewellery Group, marks its 30th anniversary this year with a new global campaign, What’s Your Signature? As its name suggests, the campaign is a celebration of self-expression through the love for – and art of – jewellery, inviting wearers to make their mark with Hearts on Fire pieces and define their own signature look.

“With this campaign, we reimagine what our signature means today,” says Rita Maltez, global president of Hearts on Fire. “Building on that legacy, while shifting the focus from the diamond itself to the woman who wears it. It invites wearers to define their own style, honouring the belief that true brilliance begins within.”

Since joining the company in 2021, Maltez has led a major global rebrand, transforming Hearts on Fire from a traditional, bridal-focused label into a modern luxury diamond house. The shift aims to make its signature, The World’s Most Perfectly Cut Diamond, more approachable for everyday wear and appealing to a new generation of customers, while preserving the craftsmanship for which the brand is known.
Launched globally on April 2, the anniversary campaign extends this positioning, encouraging women to share their own signature and express how they see themselves through their diamonds. Rather than allowing their jewellery to define them, the campaign demonstrates how women can show off their many multifaceted sides, just like the diamonds themselves.

“We’re seeing a significant rise in self-purchasing women seeking diamonds for self-expression and confidence. That has fundamentally redefined our approach to diamond jewellery. It used to be about commitment and milestones; now it’s about celebrating individuality,” says Maltez, further adding that the brand has shifted from being product-centric to thinking about “emotion, how it makes the wearer feel, the confidence it gives, and the joy it brings”.
The campaign spotlights several of the brand’s iconic collections, including the new Dream suite designed by chief creative officer Yunjo Lee, who joined in 2023. Inspired by the mystery of the cosmos, the collection debuted in April alongside the anniversary campaign.

Dream features Hearts on Fire’s signature-cut diamonds set in sculptural, curved designs that mimic celestial orbits, with an intricate pierced star motif on the reverse of each piece – like a tiny galaxy of your own encircling you.
The collection includes necklaces, statement earrings and sculptural rings. Designed with versatility in mind, it also features convertible styles such as the Dream Circle earrings which can be worn as hoops or as elongated drops, underscoring both the brand’s craftsmanship and its versatility.

“When designing Dream, we recognised that modern women aren’t saving their diamonds for special occasions any more, they’re wearing them as part of their daily ritual,” Maltez explains, adding that the pieces are “designed for effortless layering and seamless transition from day to night”.
“What I love is that it still feels unmistakably Hearts on Fire. The brilliance and craftsmanship remain, just expressed in a more modern way. That reflects how I see the brand, preserving what makes us special while evolving its style and attitude,” she adds, summing up the collection as: “Bold enough to make a statement, but easy to live in.”
Despite growing interest in lab-grown diamonds among Gen Z and millennial consumers, Maltez remains confident in the enduring appeal of natural stones.

“We’re not competing on price, we’re focused on timeless value. We continue to help people understand what makes a Hearts on Fire diamond different – from the precision of its cut to how it performs and how it makes you feel. That resonates with customers who care about distinction and meaning, not just what’s trending.”
The “What’s Your Signature?” campaign also sets the tone for the anniversary year, bringing together the brand’s core collections while exploring the relationship between diamond, light and wearer.
For someone discovering Hearts on Fire for the first time, Maltez believes the campaign embodies the brand’s signature brilliance in diamonds and ability to reinvent craftsmanship in a contemporary way.
“But what I really want people to understand is that brilliance, for us, isn’t only technical,” she says. “It’s deeply personal. The real brilliance is how that brilliance becomes part of who we are.”

Alongside the campaign, Hearts on Fire plans to expand its retail presence selectively, with curated flagship locations and elevated partnerships that reflect its new creative direction. Consumers can also look forward to in-store installations and commemorative special-edition creations designed to mark this milestone.
For Maltez, who gravitates towards everyday jewellery and avoids pieces “that feel overly precious or restrictive”, like those reserved for special occasions, Dream embodies that balance; effortless yet distinctive, “modern and confident without being ostentatious”, with enough presence to feel like her personal signature.


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Style Edit: Hearts on Fire marks 30 years of defining diamond brilliance

A model wears pieces from Hearts on Fire’s Dream collection. Photo: Handout

An image from Hearts on Fire’s What’s Your Signature? campaign. Photo: Handout

Rita Maltez, global president of Hearts on Fire. Photo: Handout

Hearts on Fire Dream Wrap ring. Photo: Handout

Hearts on Fire Dream Circle convertible pendant necklace. Photo: Handout

Hearts on Fire’s What’s Your Signature? campaign image, featuring pieces from the Dream collection. Photo: Handout

Hearts On Fire’s new What’s Your Signature? campaign was created to celebrate its 30th anniversary. Photo: Handout

Bejewelled cufflinks – as seen on Robert Pattinson, Jacob Elordi and Chris Evans

Jacob Elordi wore black tie complete with cufflinks to the Oscars on March 15. Photo: EPA

Cartier cufflinks. Photo: Handout

Tiffany & Co. cufflinks. Photo: Handout

Kismet by Milka cufflink. Photo: Handout

Kismet by Milka cufflink and ring. Photo: Handout

De Beers Forces of Nature Stability cufflinks. Photo: Handout

De Beers Forces of Nature Stability cufflink and ring. Photo: Handout

The rise of the ear cuff, the painless statement accessory

Hailey Bieber wore Ana Khouri’s Diamond Phillipa ear cuff at the 2023 Vanity Fair Oscar Party in Beverly Hills. Photo: Bauer-Griffin/FilmMagic

The ear cuff, such as the Blast cuff by Repossi, is versatile and flexible, and shows no age discrimination. Photo: Handout

Nicole Kidman wearing the Ana Khouri Diamond Phillipa ear cuff at a Kering event in New York, in 2023. Photo: Getty Images

Otiumberg ear cuff. Photo: Handout

Bee de Chaumet ear cuff and rings. Photo: Handout

Otiumberg Stratis ear cuffs. Photo: Handout

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Dua Lipa is a fan of charms. Photo: @dualipa/Instagram

Fun charms from Jacquie Aiche. Photo: Handout

Cece Jewellery. Photo: Handout

The letter R from Marni Alphabet series. Photo: Handout

Bubblegum by RF bracelets. Photo: Handout

Annoushka charm that celebrates Claridge’s in London with iconic symbols from the hotel. Photo: Handout

Sanctus Necklace by Martha Calvo. Photo: Handout

Marie Lichtenberg charms. Photo: Handout

How jewellery pieces can become screen stars – like Dior in The Devil Wears Prada 2

On the set of The Devil Wears Prada 2: Andy Sachs (Anne Hathaway) wears jewellery by Jemma Wynne and Marlo Laz, while Miranda Priestly (Meryl Streep) sports pieces by Briony Raymond. Photo: Handout

Mia Goth wears the Tiffany & Co. scarab necklace in her role as Elizabeth in Frankenstein. Photo: Netflix

Tiffany & Co. pearls and diamonds played a major role in Baz Luhrmann’s The Great Gatsby (2013), alongside stars Tobey Maguire, Leonardo DiCaprio, Carey Mulligan and Joel Edgerton. Photo: Warner Bros.

Gal Gadot wearing the incomparable 128-carat Tiffany Diamond in Death on the Nile. Photo: Handout

Kathryn Vanderveen on the back lot at Warner Bros. Studios. Photo: Handout

 Schlumberger pieces from Tiffany on Jackie O in Love Story. Photo: Handout

Arsema Thomas as the young Lady Danbury wears an Autores South Sea pearl strand in Queen Charlotte: A Bridgerton Story. Photo: Handout

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Jennifer Lawrence in black jewellery, pictured in New York City, last November. Photo: Aeon/GC Images

Laura Vann earrings. Photo: Handout

Anabela Chan Sunset Floral earrings. Photo: Handout

Anabela Chan Black Diamond Floral Earrings. Photo: Handout

Chaumet Triomphe Ring. Photo: Handout

Jessie Thomas Diamond Hoops. Photo: Handout

Dior Rose des Vents. Photo: Handout

Boucheron Quatre Black Edition S bracelet. Photo: Handout

Goosens ring. Photo: Handout

Repossi Limited Edition No 6 Cross bracelet. Photo: Handout

Sophie Buhai necklace. Photo: Handout

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To mark 30 years, Hearts on Fire’s new campaign asks, What’s Your Signature?, celebrating self-expression and modern luxury diamond jewellery to enjoy every day


To mark 30 years, Hearts on Fire’s new campaign asks, What’s Your Signature?, celebrating self-expression and modern luxury diamond jewellery to enjoy every day.


Style Edit: Hearts on Fire marks 30 years of defining diamond brilliance

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}To mark 30 years, Hearts on Fire’s new campaign asks, What’s Your Signature?, celebrating self-expression and modern luxury diamond jewellery to enjoy every day

To mark 30 years, Hearts on Fire’s new campaign asks, What’s Your Signature?, celebrating self-expression and modern luxury diamond jewellery to enjoy every day