Chow Tai Fook's Hearts On Fire names new chief creative officer

Hearts On Fire, a diamond jewelry brand under Chow Tai Fook Jewellery Group, has appointed Yunjo Lee (pictured) as its new chief creative officer, effective 19 September 2023. Lee will report to Rita Maltez, the brand’s global president.

This comes as part of the brand’s strategic transformation programme to elevate its fine jewelry position. In her new role, Lee will lead and inspire creative strategy and product development and evolve the brand’s design studio.

An acclaimed designer with over two decades of experience, Lee’s body of work includes developing iconic collections with legendary artists Paloma Picasso and Frank Gehry for Tiffany and Co.

In her most recent position as director of jewelry design at Canadian direct-to-consumer jewelry brand Mejuri, she oversaw both women’s and men’s collections and drove collaborations with style icons such as Jenna Lyons and Raul at Luar. 

Maltez said: “Hearts On Fire is transforming into a new kind of brand. We are building on our legacy of quality and craftsmanship, while stepping firmly into the future with modernity and openness.”

“I am excited for what Lee brings to Hearts On Fire at this important junction. Her passion for her craft, strong track record and sensibility will be an asset to Hearts On Fire and I can’t wait to see her creations,” she added.

Meanwhile, Lee said: “I am deeply attracted by Hearts On Fire’s vision to deliver a fresh perspective in the fine jewelry category. The brand operates at the intersection between quality and creativity. This is what excited me about joining the brand – the ability to create aspirational yet ownable pieces.  I’m thrilled to have the opportunity to be part of Hearts On Fire and bring this vision to life.”

MARKETING-INTERACTIVE has reached out to Hearts On Fire for more information. 

Don't miss: Chow Tai Fook's Hearts On Fire names new global president

Back in May, Hearts On Fire named Rita Maltez as its global president. Maltez reports directly to Sonia Cheng, vice chairman of Chow Tai Fook Jewellery Group.

Maltez is a seasoned executive with extensive experience in the gem and jewelry industry, according to the release. She first joined Hearts On Fire in April 2021 as acting global president, leading the brand’s teams across Hong Kong, China, Taiwan, and North America. In her new role, Maltez will continue to lead Hearts On Fire’s global commercial and business strategies to grow the brand’s market presence, strengthen the core product offering, optimise distribution channels, and modernise consumer touchpoints and experiences.

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