Michael Hill preps for a brand revamp to redefine premium jewellery

AUCKLAND, Today: Michael Hill just teased their brand refresh and a possible first-ever ambassador. They’re revealing all on April 15, 2024, after two years of brewing this new vision that aims to shine up their place in the market while holding true to their crafty roots and creativity.

Daniel Bracken, Michael Hill’s CEO, spills, “As a global brand that offers modern, contemporary fine jewellery our repositioning marks a new era for the Michael Hill brand, part of our long-term business strategy.”

He adds, “It not only exudes the reimagined vision for the brand, but it allows us to continue telling our heritage story in a new, exciting way. We can’t wait to relaunch and showcase our fine jewellery that focuses on quality, craftsmanship, and responsibility.”

Their Aussie store in Chadstone is morphing into a global flagship, complete with high-end jewels and a swanky new look. This refresh will roll out across Australia, New Zealand, and Canada eventually.

“As a global brand that offers modern, contemporary fine jewellery our repositioning marks a new era for the Michael Hill brand, part of our long-term business strategy.”

They also unveiled a new brandmark that nods to their origins, blending the “M” and “H” into a window shape as a tribute to the iconic window displays from back in the day.

Jo Feeney, the CMO, says, “We’re excited to reveal our new brand positioning, it’s been a couple of years in the making.

It’s been a process of fine-tuning to ensure our new brand journey perfectly encapsulates everything Sir Michael and Lady Christine Hill have built while allowing Michael Hill to be progressive and modern.

“Through our rebrand, we want to alter perceptions of what people think the Michael Hill brand portrays and create an aspirational shift in the market,” she notes.

Partnering with CHEP, extensive market research involving stakeholders and customers shaped this new direction. Discover more at michaelhill.co.nz or follow their Instagram @michaelhillj.

• View the film here