Jewellery retailer Michael Hill is ushering in a new chapter in Canada with the launch of its immersive ‘New Era’ store concept. The move is part of a global brand transformation designed to modernize the in-store experience while honouring the brand’s legacy of craftsmanship. Two Canadian locations, Yorkdale Shopping Centre in Toronto and Metropolis at Metrotown in Vancouver, will be among the first to showcase this innovative format, blending sensory design, storytelling, and a deepened connection to the brand’s origins.
The announcement signals a significant Canadian investment for the Australia-based company, which operates approximately 80 stores across the country and has identified Canada as a critical market within its Commonwealth roots.
“It has always been in the works to bring our ‘New Era’ store concept to Canada; it is a key market for us and has been very special to our brand since we first expanded there in 2002,” said Jo Feeney, Chief Marketing Officer at Michael Hill.
Immersive Store Design Aimed at Creating ‘Moments of Discovery’
Michael Hill’s new retail concept reflects a brand-wide evolution. At the heart of the new design is a philosophy called ‘A Moment to Discover’, which reimagines the shopping experience as a sensory journey.
“The new-look stores have been conceptualized to bring to life the philosophy of ‘A Moment to Discover’: immersive environments of free-flowing spaces to conjure interest and discovery,” Feeney explained.
Customers visiting the new flagship locations will notice more than just sleek design. The stores are crafted to appeal to all senses, featuring a custom scent inspired by New Zealand’s serene natural landscapes—where the company was founded in 1979 by Sir Michael Hill and his wife Christine.
“We have thought about not only what you see, but what you feel, hear, and smell,” Feeney added. “Our immersive signature experience is complete with a custom scent, created to encapsulate the serene natural beauty of our brand’s birthplace.”
The design work for the Canadian flagships has been undertaken in partnership with Vancouver-based architectural firm Cutler, which is providing Architecture and Interior Design services for Michael Hill on various locations in Canada.
Yorkdale Flagship Opens Fall 2025
The new Michael Hill flagship store at Toronto’s Yorkdale Shopping Centre is slated to open Fall 2025, offering an upgraded experience for one of the company’s most important North American markets.
“We’re thrilled to share that we’ll be opening a new Global Flagship store in Yorkdale, Toronto, this September,” said Feeney. “In fact, our very first store in Canada was opened and run by Emma Hill, the daughter of our Founders.”
The Vancouver flagship at Metropolis at Metrotown will also adopt the New Era concept, aligning two of the brand’s top-performing locations with its global rebranding initiative.
These Canadian launches follow the global debut of the concept in Australia and New Zealand and form part of the company’s broader strategic transformation plan under late CEO Daniel Bracken, focused on brand elevation, omni-channel expansion, and customer experience. Bracken passed away unexpectedly in February 2025 following treatment for an underlying medical condition.
Strong Performance in the Canadian Market
Michael Hill’s investment in new Canadian store formats reflects its strong brand resonance in the country. The company generates approximately CAD $120 million in annual revenue in Canada, supported by a network of stores from British Columbia to Quebec.
“Our brand story is all about helping people to mark life’s most meaningful moments, which resonates strongly with our customers in Canada,” said Feeney. “Fine jewellery is a special purchase—whether you’re gifting or treating yourself.”
She noted that Canadian customers are particularly drawn to the brand’s bridal collections, unique statement pieces, and sustainability-focused product lines.
“From a product perspective, our Canadian customers are drawn to unique and statement designs in their jewellery and are interested in sustainable offerings and innovations, with a higher adoption of our lab-grown diamonds in Canada,” Feeney noted.
Michael Hill has also observed higher conversion rates and customer satisfaction among Canadian shoppers who appreciate the store’s in-person service and online convenience.
Exclusive Canadian Collections and Ethical Sourcing
The Canadian market will benefit from a number of exclusive product launches in 2025. Among them is a new collection of pendants designed specifically for Canadian customers.
“We have just launched a collection of uniquely designed pendants, including a Maple Leaf, Postcard, Inukshuk, and Acorn—available only in Canada,” Feeney shared. “These are part of our Pendant Bar Collection.”
The brand has also introduced a Canadian Diamonds collection featuring ethically sourced natural diamonds from the Northwest Territories, with the pieces crafted by artisans in Australia.
“We understand how important provenance and local industry are to our customers, so we are proud to be able to offer this option,” said Feeney.
This aligns with Michael Hill’s broader sustainability commitments, including its plan to use 100% responsibly sourced gold by 2030 and its expanded lab-grown diamond offerings across its global markets.
Brilliance Loyalty Program and Digital Growth
Michael Hill’s Brilliance by Michael Hill loyalty program continues to gain traction across Canada. The global program has surpassed 2.2 million members, offering early access to sales, birthday gifts, and exclusive events. In Canada, this initiative complements a growing e-commerce channel, which now accounts for nearly 10% of total sales globally.
“We’re continuing to invest in digital capabilities while ensuring that our in-store service remains exceptional,” said Feeney. “Whether a customer shops with us online or in-person, the experience should reflect the same quality and care.”
Digital appointments, virtual consultations, and a seamless online-to-instore pickup process have been rolled out across Canada, improving accessibility and convenience for a wide range of customers.
The Michael Hill Foundation and Community Engagement in Canada
Beyond retail, Michael Hill is investing in social and environmental causes through the Michael Hill Foundation, launched in early 2024. In Canada, the foundation supports both women’s health and nature restoration initiatives.
“In Canada, we have been supporting The Period Purse, and in 2024 our donations helped over 2,600 women,” said Feeney.
“The Michael Hill Foundation has also been contributing to the Nazko Wildfire Restoration Project in Cariboo, BC, through our partnership with One Tree Planted. Using our 2024 donations, we’ve planted 68,051 trees here.”
Additionally, the company donates proceeds from its LAB. Collection to support tree-planting efforts, pledging up to 10 trees per piece sold.
Remembering Sir Michael Hill: A Visionary Legacy
The unveiling of the ‘New Era’ store concept in Canada comes at a poignant time for the brand, following the recent passing of its founder, Sir Michael Hill. The celebrated jeweller and entrepreneur died on July 29, 2025, at his home in Arrowtown, New Zealand, after a battle with cancer. He was 86 years old.
Sir Michael had stepped down from the board of Michael Hill International earlier in April to focus on his treatment, leaving behind a legacy that transformed the jewellery retail landscape across three continents. His career began in his uncle’s jewellery store, before he and his wife Christine opened the first Michael Hill store in Whangarei, New Zealand, in 1979 — a single storefront that would eventually grow into a global brand with over 280 locations, including nearly 80 in Canada.
Company Chairman Rob Fyfe described him as “a visionary who revolutionised jewellery retail” and “a deeply passionate family man and mentor.” His influence stretched far beyond the business world. Sir Michael was also a violinist, art patron, and philanthropist who founded the Michael Hill International Violin Competition, elevating classical musicians on the global stage.
Under his guidance, Michael Hill grew into a household name, known for its in-house design, personalised customer service, and memorable brand storytelling.
His passing marks the end of an era for the company—but the launch of the New Era concept signals the continuation of his vision. With every customer who walks into a store to mark a meaningful moment, Sir Michael’s legacy lives on.
