Michael Hill announces first brand ambassador in ‘one of the biggest brand overhauls’
Michael Hill has announced its first ever brand ambassador in what the Australian jewellery brand says is “arguably one of the biggest brand overhauls”.
On Monday, international model and entrepreneur, Miranda Kerr, was unveiled as Michael Hill’s new brand ambassador in what will be an 18-month partnership.
“I am thrilled to be the Michael Hill ambassador; this partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago. I’m proud to support Michael Hill in the next chapter of its journey, just like they supported me all those years ago,” Kerr said.
“This next chapter in the brand is super exciting as they continue to create beautiful, sentimental jewellery that captures the meaningful moments. I love the campaign and the brand’s new elevated direction.”
Michael Hill CEO, Daniel Bracken, said Kerr’s appointment was a critical element of its long-term brand strategy.
“We are so proud to have Miranda partner with Michael Hill as our brand ambassador and help us celebrate this momentous moment for our brand,” he said.
“Miranda not only embodies our brand values, but she’s close to our antipodean roots and is the epitome of timeless elegance and sophistication.
“Michael Hill has the ambition to be one of the most sustainable jewellery brands in the world and this aligns perfectly with the sustainable business practices that Miranda follows”.
Chief marketing officer at the fine jewellery brand, Jo Feeney, teased the major rebrand last week, telling Mumbrella: “We really wanted the brand to be grounded in authenticity, and connect to our heritage and history. We felt we did the right amount of work, and very meticulously brought this to life.”
In the chat, she said the brand has never experienced anything like it is about to embark on.
Incorporating all aspects of a new brand proposition – including its first ‘high jewellery’ offering, elevated in-store experiences, a relaunched website and a complete overhaul of its visual branding – Feeney said the refresh is looking long-term – hence why it took nearly two years.
“That work takes time, it takes research, and so I think two years is a pretty good time frame for something like this,” she explained.
The new era for Michael Hill will see the brand double down on its ESG practices and 2030 goals, Feeney also explained to Mumbrella.
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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