Retail jeweller Michael Hill International has launched four new interactive ecommerce sites in Australia, New Zealand, Canada and the United States to support the brand’s expansion across major markets.

The new sites feature a new brand identity design; an interactive charm bracelet builder; over 2,500 shoppable and shareable products; a responsive design compatible with computer, tablet or smartphone; online customer reviews; and user generated content features.

According to Michael Hill International CEO Mike Parsell, the websites have been designed to be accessible across multiple devices and intuitive to browse through.

“Michael Hill International is entirely dedicated to our current expansion strategy for the brand, which combines a continually strong brick and mortar store offering, with a substantial investment in digital ecommerce,” he said.

The company partnered with ecommerce consultancy Amblique and ecommerce provider Demandware to create the new sites, which allowed MHI to retain complete control over the brand and customer experience.

“A solid ecommerce platform is paramount to the brand’s growth and customer experience, therefore we’re thrilled with the Amblique partnership and new omni-channel service,” Parsell said.