After leading the marketing team of Hearts On Fire for several years, Caryl Capeci became the brand’s president in October 2015. And she’s visibly as enthused about the brand as its customers are. “We always say, from your first Hearts On Fire piece of jewellery you’ll become a brand advocate for life,” she says, grinning. “Its hard to get a Hearts On Fire piece and then for your next piece to be what we call generic – because you don’t go backwards.”
What exactly is so special about Hearts On Fire diamonds?
I’ve been with the company for 10 years, and it’s such an exceptional product. The reason it’s so special is because of the actual sparkle of the diamond. Something happens when you have perfect proportion, perfect alignment, perfect symmetry and perfect polish – this natural phenomenon of light. It creates fire-bursts of colour and that is the beauty of our diamonds.
You extended your range of designer collections recently, what was the idea behind that?
Over the last four or five years we’ve grown our designer collections. So collections like Illa, which is our star collection, or Lorelei or Aerial; these are collections that have become increasingly more popular. This last year with the White Kites collection (the first collaboration between Hearts On Fire and British jewellery designer Stephen Webster) we have recognised that in addition to our designer collections there’s also an appetite for us to take guest designers, to offer more variety for different types of customers.
How has the feedback been to the white kites collection, and will you work with Stephen Webster again?
Stephen is amazing. He’s funny, irreverent, incredibly talented. He’s like the Keith Richards of the jewellery industry; he’s our rock star. The collection has been very successful, and it’s been most successful in the Taiwan market. The chemistry between our two organisations is really great and I am sure there is more to come, whether it’s continuing with White Kites or doing something else down the road.
Stephen Webster is known as the designer to the stars. Have you seen many celebs wearing hearts on fire pieces recently?
Yes! At the Oscars Beyoncé wore a couple of our rings. She didn’t actually sit in the audience but she changed into this body-hugging dress for the pre-party, and she’s pregnant obviously, and the picture is just amazing, it’s up on our Instagram. That has us so excited. We won’t know in advance if someone like Beyoncé is going to wear us because she borrows a lot of things from a lot of people. So it’s just a case of keeping your fingers crossed that she’ll (a) wear it and (b) get photographed in it.