Michael Hill re-brand: Why this photo of Miranda Kerr is the start of the biggest jewellery store makeover ever seen in Australia
Australian jewelery brand Michael Hill is about to undergo a dramatic overhaul with international model and entrepreneur Miranda Kerr as its global ambassador.
Michael Hill has been known to millions as an affordable jewelry brand for decades, but everything is about to change.
Chief Marketing Officer Jo Feeney told FEMAIL that the rebrand has been three years in the making, with the aim of moving into a “higher premium jewelery category”.
The Michael Hill logo, stores, social media and website will be completely transformed for the ultimate refresh.
Store images look elegant and luxurious – a significant difference from the old purple and gray color scheme.
This image of international model Miranda Kerr marks the dramatic rebranding of Australian jewelery brand Michael Hill. It has been known to sell affordable jewelry for decades, but now it will move into the more expensive premium space
Ms Kerr said she is honored to be part of the transformation at such a pivotal time for the brand. “This collaboration is so special to me because one of my first photo shoots in my career was with Michael Hill over 20 years ago,” she added
Previously: Michael Hill has been known as an affordable jeweler for decades
After: Now the Michael Hill logo, stores and website are being completely renewed. Store images (photo) look elegant and luxurious – a significant difference from the old purple and gray color scheme
The renewal was decided with the intention of deviating from the perception that Michael Hill is an affordable jewelry brand at the lower end of the spectrum.
“We want to move into more premium space – not luxury. Michael Hill will still be known as a fine jeweler, but will move away from the affordable segment,” Feeney said.
Ms Kerr said she is honored to be part of the transformation at such a pivotal time for the brand.
‘I’m thrilled to be an ambassador for Michael Hill; This collaboration is so special to me because one of my first photo shoots in my career was with Michael Hill over 20 years ago,” she said.
“I’m proud to support Michael Hill in the next chapter of his journey, just as they supported me all those years ago.”
“This next chapter in the brand is super exciting as they continue to create beautiful, sentimental jewelry that captures meaningful moments. I love the campaign and the new, elevated direction of the brand.”
Ms Feeney said she believes the logo is the ‘most dramatic change’ of the rebrand (pictured)
Michael Hill’s Chief Executive Officer, Daniel Bracken, said Ms Kerr’s appointment was a “critical part” of the long-term strategy.
“Miranda not only embodies our brand values, but she is also close to our Antipodean roots and epitomizes timeless elegance and sophistication,” he said.
‘Michael Hill has the ambition to be one of the most sustainable jewelry brands in the world and this fits perfectly with the sustainable business practices that Miranda follows.’
Customers can expect sophisticated jewelry with stores in neutral tones that exude sophistication and elegance
The new color palette and packaging have been designed with simplicity in mind and are inspired by the beautiful green New Zealand landscapes from which Sir Michael Hill started the brand’s story almost 45 years ago.
To celebrate the rebrand, Michael Hill is launching a signature final collection, a range of limited edition products and a selection of higher-end pieces priced above $100,000.
However, Ms Feeney said loyal current Michael Hill customers will not be left behind as there will still be a selection of affordable products available under $10,000.
Customers can expect sophisticated jewelry with stores in neutral tones that exude sophistication and elegance.
The new color palette and packaging have been designed with simplicity in mind and are inspired by the beautiful green New Zealand landscapes from which Sir Michael Hill started the brand’s story almost 45 years ago.