Hearts On Fire Review

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The World’s Most “Perfectly” Cut Diamond

At some point in time, I am sure that most people would have heard of the slogan “The World’s Most Perfectly Cut Diamond” either through mass media advertising or big banner boards.

Just like how Tiffany & Co created the iconic blue box to associate value in the minds of consumers, Hearts On Fire has created a strong branding whereby customers are willing to pay more for their products over other unbranded jewelry.

With their successful branding, they had become one of the more prominent and profitable retail jewelry business in recent times. In this review, I’m going to share my personal opinions and first hand experiences of Hearts On Fire with you.

The first thing that caught my attention when I stumbled upon Hearts on Fire diamonds was the perfect name. Whether you are familiar with the world of diamonds or not, the name invokes positive emotions.

Both words in the company’s name, “hearts” and “fire” give people a positive feeling and are associated with warmth and love. If you know just a bit more about diamonds, you will probably realize that this name is also neatly connected in a few ways.

First, the structure “hearts on…” is a clever play with one of the most well-known optical characteristics found in a standard round brilliant cut, “hearts and arrows”.

Secondly, fire – or dispersion – is also one of the most important characteristics which gives a diamond its beautiful sparkle and brilliance. And we didn’t even mention that people usually buy engagement rings when their hearts are on fire!

Is HoF Different From the General Round Brilliant Cuts That We See?

The company wants you to believe their product is unique but it really isn’t. The truth is that HoF diamonds are nothing more than the standard 57 facets round brilliant cut any other vendor can also offer.

When a round diamond is cut to ideal proportions and precise craftsmanship, a phenomenon of hearts and arrows can be seen through the diamond’s crown and pavilion using a special viewer.

top view of HoF diamond
bottom view of hearts on fire diamond

Is Hearts On Fire Really An Unique And Exclusive Cut As Claimed?

Well, the real answer is NO. It isn’t. But they try to make you think it is with the use of clever marketing strategies. If you visit the official Hearts On Fire website and spend some time reading through it, you will realize that their “signature” diamond is nothing more than a standard 57 facets round brilliant cut.

I have proof to back this up too. Check out the AGS report for a Hearts On Fire diamond below…

diamond quality document for heartsonfire round

Supposedly “exclusive” cut is none other than a traditional round brilliant cut.
Even the grading labs labeled it as such. Why would HoF try to tell you otherwise?

In a market so abundant and maybe even bloated with round diamonds, how does Hearts on Fire try to stand out from the crowd? Well, I had some answers after visiting my local retailer. What was touted to me during a store visit was the use of “superlative” polishing in HoF stones.

“Using super high tech anti-vibration technology on the cutting wheel and a secret formula (that no one else presumably has in the world), they are able to create the world’s most perfectly cut hearts and arrows diamond. The finishing of their stones is graded at 100X magnification. That’s TEN TIMES the industry standard of grading diamonds!”

BrianGavinDiamonds.com and WhiteFlash.com can offer higher quality diamonds with better cut precision and significantly lower prices. Why should you pay more for branding only to receive a similar product with lesser specifications?

It’s All Marketing Hype And You Can Expect to Pick Up the Hefty Bill

With clever marketing, HoF tries to package everything in a manner to make you believe there is some secret recipe (stated on their official site) invented by a scientist who slaved away his life in the lab. For the record, creating perfectly cut hearts and arrows diamonds isn’t something new or unique to Hearts On Fire.

In fact, the Japanese pioneered the cut during the 80’s and the person who made H&A gain traction is a man called Brian Gavin. Also, the cutting method that is used to create the hearts and arrows patterning is openly shared in the public domain. If you are interested to find out more, click here.

What about the superlative polish at 100X? Wow! That’s like 10 times better than what other people are doing. Really? Let me ask you some practical questions.

  • Do you carry a portable microscope around?
  • How many people would examine your diamond ring with a 10X loupe?

hearts on fire review of their overpriced products

The truth is, no human eye can tell the difference between a light ray passing through a facet polished to ideal standards at 10X and another one that is polished to “superlative” standards at 100X.

Trying to stand out from the crowd by focusing on a feature like ‘superlative’ polish doesn’t add aesthetic value to my eyes (as well as towards my ASET/Idealscope’s). It does however, adds a superlative premium to the price tag.

More Importantly, We Need to Put Their Stones Through the Litmus Test…

In order to judge the light performance and optics of Hearts On Fire diamonds with objectivity, we made use of the Idealscope and discovered some surprising results. On the next page, find out whether they really hold up as the most well cut diamonds on Earth…

Next Page >>

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  1. Avatar
    May 11, 2015 at 1:48 pm

    I REALLY REALLY LOVE HEARTS ON FIRE DIAMOND RINGS. The branding is really cool and dreamy. I recently bought a Hearts on Fire necklace which I absolutely adore and have no complaints about. Thank you for this adorable post about the hearts and arrows patterns! It is really intriguing.

  2. Avatar
    Soon Tai-
    June 30, 2015 at 12:54 pm

    Ever since Chow Tai Fook bought over HoF, https://www.chowtaifook.com/en/, have you seen an increase in complaints or a compromise in the quality of cut?

  3. Avatar
    Paul Gian-
    July 1, 2015 at 7:28 am

    As far as I know, Chow Tai Fook is still using the same cutters and technology to create the HoF diamonds. Nothing much as changed and the stones are still cut to very high standards. In my opinion, the acquisition is a smart business move to tap into the branding that had already been built up.

  4. Avatar
    February 9, 2017 at 11:24 pm

    I respectfully disagree. Hearts on Fire ARE perfectly cut, not averaged. The F.T.C. took on this claim 20 years ago and HOF prevailed. This is not just a catch phrase!

  5. Avatar
    July 6, 2018 at 1:31 pm

    You point out that hearts on fire are just traditional round brilliants but isn’t it the cutting that makes it unique and different? So shouldn’t we be looking at the fact that the cutting is a zero (ideal)? This is kinda misleading.

  6. Avatar
    Paul Gian-
    July 7, 2018 at 2:04 am

    The cutting style isn’t unique. You could argue that Hearts on Fire polishes their diamonds to better proportions and precision compared to many other brands like Tiffany or Cartier. I’ll give you that and I actually agree. If you are going to pay a huge premium for a diamond, it better be cut well. HoF passes my standards to be truly well cut in general.

    Having said that, there are plenty of other vendors who polish diamonds to better (or at least on par) precision and performance.


    The big difference here is that they don’t cost close to twice as much. So, tell me, what’s so unique and different?

  7. Avatar
    January 24, 2019 at 4:55 pm

    Unfortunately you’re incorrect, the cut is unique to any other diamond company. The way diamonds are cut is truly a science and many company’s just think that having an accurately shaped pavilion is going to make it look better. The hearts and arrows show the accuracy of how the diamonds are cut, if it isn’t in those two shapes the diamond wont shine as brilliantly. Proven by GIA and Leo diamond which is what makes the ideal cut diamond, it states that there is no better way to make a diamond show its true beauty other than through those shapes. As far as pricing goes, I don’t know about you but I rather have the best of the best and pay a little more: than pay less for a diamond that’s not as nice.

  8. Avatar
    Paul Gian-
    January 25, 2019 at 3:42 am

    Well, by you classifying LEO diamonds with Hearts on Fire together simply shows that you have a poor understanding of cutting styles and cut quality. First of all, the Leo has a unique facetting structure. I’ll give you that but that doesn’t mean it translates into better cut quality. There is exceptionally poor consistency among the Leo diamonds.

    Hearts on Fire on the other hand, is just a generic 57 facets round brilliant cut diamond. The difference is that Hearts on Fire prioritizes light performance and their proportions of the diamonds are carefully planned. They are nice diamonds but for the same kind of cut quality and performance, there are other vendors that offer diamonds with identical standards at half the prices.

  9. Avatar
    Jeffrey Edwards-
    February 22, 2019 at 4:55 pm

    Thanks for these insights Paul! I am looking to buy an anniversary ring and I went to a local jeweler. They brought out the fire and ice diamond and whether it was a marketing play or some other tactic, the F&I diamond looked more brilliant than the others

  10. Avatar
    Paul Gian-
    February 23, 2019 at 12:57 pm

    The Fire and Ice diamonds are decently well cut diamonds: https://www.fireandicediamonds.com/the-diamond/

    One thing to note is that they come at an extremely high premium. If you are looking for a super ideal cut diamond, there are many other vendors who cut to better precision compared to the F&I and don’t cost you an arm and leg. https://beyond4cs.com/best-place-to-buy-engagement-ring/

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