• Saturday, 16 February 2019

JLM Couture Partners with Hearts On Fire to Launch New Collection

NEW YORK: JLM Couture, Inc. (OTC:JLMC) announced today that it has signed a licensing agreement between wedding dress designer, Hayley Paige, and jewelry diamond brand, Hearts On Fire (HOF).

HOF is a wholly-owned subsidiary of Chow Tai Fook, a Hong Kong main board listed company (SEHK stock code:1929) with $7.5 bill(USD) in annual sales. A joint collaboration, Hayley will collaborate on a collection for the jewelry brand, and serve as brand ambassador - driving awareness in print, digital and social media marketing campaigns.

"This collection is a logical extension of the Hayley Paige brand and related fashion products, which is a core part of our strategy with Hayley Paige. We're enthusiastic to partner with Hearts On Fire, a well-funded and known player in the wedding and engagement ring category of the jewelry industry," said Joseph Murphy, CEO of JLM Couture.

The Hayley Paige for Hearts On Fire collection, inspired by the feminine designs of Paige's bridal gowns, includes ten diamond bands and three style diamond engagement rings, scheduled to launch in Spring 2019. Not just for brides on their wedding day, the collection can be worn to accent other existing jewelry.

"Collaborating with Hearts On Fire is not only an empowering and progressive brand and profit opportunity, it also enables us to deliver to a new millennial and, soon, genZ audience, that demands a sense of inventiveness and conflict-free craftsmanship. This sparkling landscape is a visionary daydream-come-true for me," said designer Hayley Paige.

"Hayley Paige has an incredibly engaged digital following of brides-to-be as well as women who are inspired to one day wear her designs. What really drew us to Hayley is not only her fantastic eye for design and authority in the bridal space, but also her unique way of authentically connecting with millennial females. This partnership truly celebrates the emotional significance of selecting the ring and the dress - key moments in the life of all brides," said Stephanie Evans Greene, VP Marketing, Hearts On Fire.

The Hayley Paige for Hearts On Fire collection will be available to purchase through authorized retailers and online at heartsonfire.com.


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