Aussie supermodel’s surprise new move
Australian supermodel Miranda Kerr has made a surprising new move, joining jeweller Michael Hill as the company’s first brand ambassador.
The partnership marks a new era for Michael Hill globally, with the jeweller undergoing a huge rebrand by using one of the world’s most recognisable faces to front its campaigns for the next 18 months.
Kerr said she was honoured to join the Michael Hill family at such a pivotal time in its brand transformation.
“I am thrilled to be the Michael Hill ambassador; this partnership is so special to me because one of my first photo shoots in my career was with Michael Hill over 20 years ago,” she said.
“I’m proud to support Michael Hill in the next chapter of its journey, just like they supported me all those 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.”
Kerr’s 18-month ambassadorship with Michael Hill spearheads the unveiling of its new brand identity to rival other premium jewellery brands.
The company operates in Australia, New Zealand and Canada and is about to open a new flagship store in Chadstone in Victoria.
The retailer will sell higher-end jewellery, with pieces worth more than $500,000, and feature a softer, more feminine look in the store when it opens in two weeks.
Michael Hill chief executive officer Daniel Bracken said the jeweller had done a lot of work to reposition its brand over the last three years to target more affluent customers, which had led to a 30 per cent lift in sales.
Mr Bracken said it was wonderful to have Kerr on-board because she fitted perfectly with the company’s brand values.
“Miranda in herself has timeless elegance and sophistication,” he said.
“She is so aspirational and she embodies the values of our brand, it is a perfect partnership.”
Michael Hill chief marketing officer Jo Feeney said the new branding aimed to tell the story of the company’s heritage and bring to life its vision of building a premium, aspirational brand that moved with the times and shifted perceptions.
“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,” she said.
“Our commitment to quality, craft and creativity is just as strong today as it was when we first began in 1979.”