Ellen Maloney has been named vice president of retail at diamond jewelry firm Hearts on Fire.

In the newly created position, Maloney will oversee the direction of the Boston-based firm’s retail operations and expansion. She reports to Mark Israel, president.

Hearts on Fire recently opened its first standalone store in the U.S. in Atlantic City, N.J. It was previously only sold through wholesale distribution. 

Maloney has a background in luxury brands including stints at Tiffany & Co., where she held several executive positions. She was most recently vice president and managing director of FRCH Design Worldwide, an architecture and design firm specializing in retail brand identity and prototype design for up-market expansion efforts.

“Ellen is a strong and proven industry talent, who will be instrumental in identifying new opportunities to elevate the Hearts on Fire brand and enhance the retail experience for our customers,” said Israel. “This appointment represents and important step or us and we continue to build the preeminent consumer brand in the fine diamond jewelry business.”

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