Michael Hill jewellers enters ‘new era’ with brand refresh via CHEP

Michael Hill jewellers enters 'new era' with first brand refresh in two years via CHEP

CMO Jo Feeney: “We want to alter perceptions of what people think the Michael Hill brand portrays and create an aspirational shift in the market.”

New Zealand-born, Australian-bred fine jewellery brand Michael Hill has released a teaser for its brand refresh, marking a new era two years in the making.

Partnering with its creative agency CHEP Network for the refresh, the heritage brand is focused on championing its history and creativity. It also hints at its first ever brand ambassador.

Michael Hill’s chief executive officer, Daniel Bracken, said the move was part of the brand’s long-term business strategy. He is anticipating a relaunch that focuses on quality, craftsmanship, and responsibility.

“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,” said Bracken.


Launching from next Monday 15 April, the new branding will be gradually rolled out across Michael Hill’s operational markets including Australia, New Zealand, and Canada over the next few years. 

As part of the overhaul, the Michael Hill store in Melbourne’s Chadstone will become the brand’s global flagship retail space, with a remodel incorporating all elements of the new brand proposition.

A new logo has also been revealed, which join the letters “M” and “H” in a tribute to the window displays created for the brand during its early years by Lady Christine, the designer and wife of the store’s namesake.

Michael Hill’s chief marketing officer Jo Feeney said the process has been one of fine-tuning to ensure the intention of Sir Michael and Lady Hill were still honoured, while transitioning the brand into its new, progressive, and modern iteration.

“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,” Feeney said.

Michael Hill new era brand refresh Chadstone store renderr


Michael Hill last made headlines in adland with its feel-good Christmas campaign, A Christmas to Rememberjoining the trend of John Lewis-esque storytelling ads that were ubiquitous during the 2023 festive season.

Last year, the brand also signed as advertisers with oOh!media to deliver key highlights of the Australian Open to out of home audiences across Australia. 

See also:
Mediaweek’s A to Z of 2023: H is for Holiday Sales
Same, same, but different: Why does every campaign feel like a John Lewis ad this Christmas?
oOh!media delivers Australian Open key highlights with Nine Entertainment and Michael Hill

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