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Client: Tahnee (Owner, Hearts & Fire)

Date: March 3, 2026

Type: Branding & Strategy Session

Status: Proposal Needed

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About Hearts & Fire

Hearts & Fire is a 7-year-old interior design store in Rockbrook with a dual revenue model: custom upholstery services ($5K–$20K pieces) and a retail showroom featuring maximalist décor. The brand is known for daily champagne service and distinctive furniture displays.

Key details:

• Custom upholstery is the high-ticket service arm ($5K–$20K per piece, 8–10 week lead times)
• Retail showroom carries candles, sculptures, and décor in the $50–60 range
• Recently leased new space — downsizing warehousing and constructing a design consultation room
• Originally launched as Dos Corazones in Arizona before rebranding
• Current logo was sourced from Fiverr and is considered inadequate
• Using Lightspeed POS, which they find problematic (can't generate proper invoices, requires workarounds)

The Problem

Multiple compounding issues are holding the business back:

• The name doesn't work. "Hearts & Fire" has been problematic since launch, but heart imagery is deeply embedded in the physical space (glass heart chandeliers at the entrance).
• Sales have been flat for three years despite consistent effort.
• The website is ineffective. Self-built on a Tonic template with no strategic foundation.
• Previous marketing failed. A social media partnership produced generic, emoji-heavy content that didn't reflect the brand.
• The POS system is a pain point. Lightspeed was chosen solely for custom order deposit tracking but can't handle basic invoicing properly.