Australian jewelery brand Michael Hill is undergoing a drastic makeover with international model and businesswoman Miranda Kerr as its global ambassador.
For decades, Michael Hill has been known to millions of people as an affordable jewelry brand, but that’s all about to change.
Marketing director Jo Feeney told FEMAIL the rebrand has been three years in the making with the aim of moving into a “high-end premium jewelery category”.
Michael Hill’s logo, stores, social media and website will be completely transformed for a definitive update.
Images of the store renders appear sleek and luxurious, a significant difference from the old purple and gray color scheme.
This image of international model Miranda Kerr marks the drastic rebranding of Australian fine jewelry brand Michael Hill. It’s been known to sell affordable jewelry for decades, but now it’s moving into a high-end, premium space.
Kerr said she feels honored to be part of the transformation at such a crucial time for the brand. “This partnership is very special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago,” she added.
Before: Michael Hill has been known for decades as an affordable jeweler.
After: Now the Michael Hill logo, stores and website will be completely renovated. Images of store renders (pictured) appear sleek and luxurious, a significant difference from the old purple and gray color scheme.
The revamp was decided with the intention of moving away from the perception that Michael Hill is an affordable jewelry brand at the lower end of the spectrum.
‘We want to move to a more premium space, not luxury. “Michael Hill will continue to be known as a fine jeweler, but he will move away from the affordable segment,” Ms Feeney said.
Kerr said she feels honored to be part of the transformation at such a crucial time for the brand.
‘I am delighted to be Michael Hill’s ambassador; “This partnership is very special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago,” he said.
“I’m proud to support Michael Hill in the next chapter of their journey, just as they supported me all those years ago.”
‘This next chapter for the brand is super exciting as they continue to create beautiful, sentimental jewelry that captures meaningful moments. “I love the campaign and the elevated new direction for the brand.”
Feeney said he believes the logo is the “most dramatic change” of the rebrand (pictured).
Michael Hill chief executive Daniel Bracken said Kerr’s appointment was a “critical element” of its long-term strategy.
“Miranda not only embodies our brand values, but is close to our antipodean roots and is the epitome of timeless elegance and sophistication,” he said.
“Michael Hill has the ambition to be one of the most sustainable jewelery brands in the world and this aligns perfectly with the sustainable business practices that Miranda follows.”
Customers can expect elevated fine jewelry with neutral-toned stores that exude sophistication and elegance.
The new color palette and packaging were designed with simplicity in mind and were inspired by the beautiful green landscapes of New Zealand from which Sir Michael Hill began the brand’s story almost 45 years ago.
To celebrate the rebrand, Michael Hill will launch a collection of exclusive locks, a range of limited edition products and a selection of high-end pieces priced over $100,000.
However, Ms Feeney said Michael Hill’s current loyal customers will not be left behind as a selection of affordable products under $10,000 will continue to be available.
Customers can expect elevated fine jewelry with neutral-toned stores that exude sophistication and elegance.
The new color palette and packaging were designed with simplicity in mind and were inspired by the beautiful green landscapes of New Zealand from which Sir Michael Hill began the brand’s story almost 45 years ago.