14 March 2007

Hearts On Fire Joins World Jewelry Center to Expand Global Reach

FOR IMMEDIATE RELEASE

When officials of the De Beers Diamond Trading Company (DTC) launched their Supplier of Choice program in 2000, they might have envisioned a company like Hearts On Fire as a model for increasing demand for diamonds through improved marketing and innovative branding strategies. At that time, Hearts On Fire, founded in 1996, was already engaged in its global branding campaign, based primarily on its beautifully cut and proportioned round brilliant, and backed by a powerful and comprehensive marketing program.

Six years later, the results would validate such a vision, as Hearts On Fire has emerged as the world's most dominant branded diamond, and the firm continues to grow. In a new initiative to further leverage its brand and gain additional market penetration, Hearts On Fire has signed a Letter of Intent to purchase a significant amount of space in the World Jewelry Center (WJC), the new international hub for the gem and jewelry industry in Las Vegas, Nevada.

"The World Jewelry Center is an ideal business platform to support our long-range goals and objectives," said Hearts On Fire CEO and Founder Glenn Rothman. "First, Las Vegas provides a myriad of advantages, from international transportation and high-tech communications to favorable business policies."

In addition, said Rothman, the concept of the WJC fits well with Hearts On Fire's plans. "The international gem and jewelry marketplace established by the World Jewelry Center will be an important catalyst in further growing the Hearts On Fire brand. Not only can it serve as a North American distribution center in a strategic location, but the presence of hundreds of dealers and manufacturers, plus gem labs, support services, and a Foreign Trade Zone, can greatly enhance our operations."

World Jewelry Center Managing Director Bill Boyajian said the addition of Hearts On Fire exemplifies the benefits all companies gain in signing on with the WJC. "It's especially noteworthy when an industry leader like Hearts On Fire is added to the who's who of companies now comprising the World Jewelry Center. Glenn Rothman is clearly a visionary who has set a remarkable standard in diamond branding and marketing. His confidence in the future of the World Jewelry Center is another sign of the momentum propelling this project."

Headquartered in Boston, Hearts On Fire's diamonds and diamond jewelry are sold in 31 countries at over 700 locations worldwide as "The World's Most Perfectly Cut Diamond®." The company conducts Hearts On Fire University annually in Las Vegas for jewelers who sell Hearts On Fire diamonds, and their employees.

For more information on the World Jewelry Center, or to register, please call 1-310-888-8864, or e-mail info@worldjewelrycenter.com, or visit www.worldjewelrycenter.com.