Facelift: Michael Hill announces brand ‘refresh’

Facelift: Michael Hill announces brand ‘refresh’ - Artificial Jewellery

Over the coming months, Michael Hill International (MHI) will undergo a brand revitalisation, including the debut of a new green and gold theme in April.

Along with a brand ‘refresh’, MHI will open a new flagship store at Chadstone Shopping Centre in Melbourne.

CEO Daniel Bracken said the flagship store will showcase all aspects of the new brand proposition, along with an improved in-store experience.

MHI will also begin ‘rebadging’ certain Michael Hill stores into its recently acquired Bevilles brand, with a store count increase to 36 expected by the end of June.

“As the Michael Hill brand elevates to a more premium position, this presents opportunities with select stores to transition to the Bevilles brand in a cost-efficient model,” he said.

“And a streamlined product will enable a step change in visual presentation and customer experience, leading to a more efficient store footprint.”

Feeling generous?

MHI has also launched a new non-profit venture, the Michael Hill Foundation. While the foundation is not a registered charity, it will direct a portion of sales from specific products to nominated partners.

The foundation will direct $20 from each sale of cultured freshwater pearl studs and $50 from its diamond serendipity necklace to Dress for Success (Australia) and Women’s Refuge (New Zealand).

Jewellery pieces purchased from the LAB.Collection, which retails between $499 to $24,000, will result in contributions to One Tree Planted.

“We recognise the impact our industry plays on the environment, and we are choosing to focus on sourcing our products to reduce as much impact as possible,” Bracken said.

“Our commitment to planting up to one million trees throughout Australia, New Zealand and Canada, our key operational markets, by 2030 is another way we can make a difference for our planet.”

Michael Hill International recently reported a 4 per cent increase in revenue in the opening half of the financial year.

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