Michael Hill has named Miranda Kerr as its first ambassador, as she signs an 18-month ambassadorship deal with the New Zealand-born, Australian-bred fine jewellery brand following last week’s tease of a brand refresh.
The move is part of Michael Hill’s major global rebranding efforts in partnership with creative agency, CHEP Network, positioning it to compete with other premium jewellery brands.
The brand overhaul, now officially launched, introduces a refreshed website, social media presence, design assets and logo. The new logo is 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, by joining the letters “M” and “H”.
The revamp also sees the Michael Hill store in Melbourne’s Chadstone become the brand’s global flagship retail space, with a remodel that incorporates all elements of the new brand proposition.
See also: Michael Hill jewellers enters ‘new era’ with brand refresh via CHEP
The role for Australian-born Kerr role will include advertising campaigns, promotional activities, brand events, and social media campaigns.
Commenting on the partnership, Kerr advocated for the brand’s new, “elevated” direction.
“This next chapter in the brand is super exciting as they continue to create beautiful, sentimental jewellery that captures the meaningful moments,” said Kerr.
“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.”
Michael Hill’s chief executive officer, Daniel Bracken added: “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.”
Jo Feeney, Michael Hill’s chief marketing officer, said the new branding represents two years of work with the goal of honouring Michael Hill’s heritage, while realising a brand vision that’s aspirational and modern.
“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.
“We are thrilled to have Miranda as our brand ambassador, the perfect embodiment of our new brand direction.”
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