Australian jewellery brand Michael Hill has launched a brand refresh with a focus on sustainability, digital engagement, and craftsmanship. The transformation, nearly two years in the making, officially launched on April 15th, featuring Miranda Kerr as the brand’s new ambassador. The refresh also includes plans to open the company’s first flagship location in Canada with a new store design that is showcased in this article.
“As we embark on this new era, it was important that we selected someone who not only embodies our brand values, but someone who is close to our antipodean roots and is the epitome of timeless elegance and sophistication. Miranda Kerr, perfectly aligns with the sustainable business practices that Michael Hill is aspiring towards, to become one of the most sustainable jewellery brands in the world by 2030,” says Daniel Bracken, CEO of Michael Hill.
Digital refresh
With the digital landscape playing an increasingly important role in brand engagement, the refresh of Michael Hill includes a new digital strategy, focusing on its website and social media platforms such as Instagram.
The revamped website features user enhancements, creating a seamless consumer journey while also changing the brand’s look and feel. Social media platforms have also been improved, with a completely new strategy and design to increase engagement with followers.
“One of those most critical parts of our brand refresh was our digital platforms. We did a holistic review of our entire ecosystem, and our website was one of the core parts of our omni experience we needed to focus on first. The website is often the first touch point of the brand, particularly important in the jewellery category where customers come to explore and search before heading into the store. The website refresh included a design and UX enhancements to ensure a seamless customer experience, while elevating the overall look and feel to a more sophisticated and elegant visual environment … We overhauled our social strategy, our approach, and our aesthetics – completely revamping the way it comes to life for our followers,” says Jo Feeney, the Chief Marketing Officer at Michael Hill.
“Fully sustainable, responsible, and circular product line by 2030”
Sustainability and ethical responsibility is a key focus on Michael Hill’s vision. The company’s recently launched Re:cycle program allows customers to recycle their gold products in exchange for Michael Hill gift vouchers.
After the success of the Re:cycle program in Australia, Michael Hill expanded it to Canada and New Zealand. The program is a part of Michael Hill’s environmental, social, and governance goals, focusing on creating a circular product line by 2030.
“Following the overwhelming response in Australia, we made the conscious decision to roll out the program to Canada and New Zealand to further expand our impact and help us achieve a fully sustainable, responsible, and circular product line by 2030,” says Feeney.
Michael Hill will ensure all pieces are sourced ethically and responsibly to have a sustainable future – creating a sustainable future for the jewellery industry.
“We are working towards a net zero impact on the planet, focusing on fair labour practices, and supporting community development. As a member of the Responsible Jewellery Council that aligns with UN goals, we are driving global change and adhering to ESG standards,” says Feeney.
To further its sustainability goals, Feeney says the company also launched the Michael Hill foundation where it plans to not only “give back to the planet through our nature restoration program,” but to also “empower women across the markets” the company operates. This new foundation launched this past February,
Engaging employees and feedback
To connect existing employees with the brand refresh, Feeney says sharing the why is important. The company has also been involving its employees with the rebrand journey by sharing details and actively engaging them in the transition process.
“We share the ‘why’ importantly so that it makes sense as to our purpose and goals. All our store teams have new rebranded accessories to wear to feel connected to this change. We produced video interviews with our founder Sir. Michael Hill and myself, sharing insights on the rebrand and what it means for the future – it is always so inspiring for our teams.”
Michael Hill will also track feedback coming in from customers and stakeholders for necessary improvements, if any. Feeney says the company will be revving social media, purchases, and will have surveys.
“We will look to understand uplift in our sales and average transactions. We also have active social listening and NPS surveys in place. From an internal perspective, we hold regular review sessions with the team, engagement surveys, internal feedback forums, and an internal steerco group to support various teams and initiatives across the business.”
New product offers and a Canadian flagship store
The goal Feeney says is for Michael Hill to have a “fully sustainable and circular product line by 2030.”
The company is also looking to continue to evolve its product offers and will be opening its first Canadian flagship store.
“Michael Hill will continue to elevate the product offerings, having launched its first ever High Jewellery collection – including bespoke, one-off uniquely designed pieces. As well as launching further new production innovation with our Signature Lock collection. We also look to bring our first Canadian flagship store to market in 2025, as well as store refreshers when the opportunities arise.”
