Australia’s leading fine jewellery brand, Michael Hill has previewed its brand refresh and what’s rumoured to be the company’s first brand ambassador. 

Set to launch on 15 April 2024, Michael Hill’s new era is nearly two years in the making and aims to encapsulate the brand’s refined and reimagined vision for its aspirational position in the market, while reflecting its heritage and passion for craft and creativity. 

“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,” Michael Hill CEO, Daniel Bracken said.

“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.” 

Michael Hill Chadstone in Melbourne’s south-east will be transformed into a new global flagship retail space, incorporating the new brand proposition, including its first high jewellery offering, elevated in-store experience and semi-private selling spaces. The new branding will be gradually rolled out across stores in Michael Hill’s operational markets including Australia, New Zealand and Canada over the next few years.

A new brandmark has also been revealed that is grounded in Michael Hill’s origin story. The brandmark’s ‘M’ and ‘H’ were combined to create a window form, paying homage to the iconic window displays that Lady Christine designed in Michael Hill’s formative years. 

Michael Hill chief marketing officer, Jo Feeney added,“We’re excited to reveal our new brand positioning, which has 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.” 

Partnering with creative brand agency CHEP, extensive market research both internally with stakeholders and externally with customers, helped shape Michael Hill’s brand refresh direction.