Jewellery business Michael Hill has signed on international model and entrepreneur Miranda Kerr as its brand ambassador for the next year and a half.
Kerr’s 18-month ambassadorship with Michael Hill spearheads the New Zealand-born retailer’s push into a new brand identity, which includes a new logo design and a revised national flagship store.
“I am thrilled to be the Michael Hill ambassador,” Kerr said. “This partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago.
“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,” Bracken 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.”
Michael Hill’s Chadstone store in Melbourne will be transformed into a new global flagship retail space, incorporating all aspects of the new brand proposition, including its first high jewellery offering, a revised 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 brand mark has also been revealed, combining the ‘M’ and ‘H’ into a window form, recognising the window displays that brand co-founder Lady Christine Hill designed in Michael Hill’s formative years.
The brand shift will also be rolled out across socials and online, and will include a new colour palette and packaging.
“Our new branding aims to continue telling the story of our proud heritage and bring to life the vision we’ve been working towards for the past two years of building a premium, aspirational brand that moves with the times and shifts perceptions,” Michael Hill CMO Jo Feeney said.
“Each element of our rebrand has been carefully considered to align with our history and DNA as a brand and to allow us to continue evolving. Our commitment to quality, craft and creativity is just as strong today as it was when we first began in 1979.”
“We are thrilled to have Miranda as our brand ambassador, the perfect embodiment of our new brand direction.”
As part of the agreement, Kerr will be featured in Michael Hill’s new advertising campaign, ongoing promotional activities, brand events, social media campaigns, and more.