Miranda Kerr named as jewellery brand Michael Hill’s first global ambassador

Jewellery brand Michael Hill has named Miranda Kerr as its first-ever global ambassador.

Once considered the retailer of choice for teenage boys in search of Valentine’s Day jewellery for their girlfriends, the jeweller has undergone a significant transformation in the past few years.

This has included a streamlined product offering, reduced focus on discounting, and last May, the release of its sustainably accredited lab-grown diamond range.

Michael Hill CEO Daniel Bracken said Kerr’s appointment marks a new era for the brand globally and that it represents a “momentous moment”.

“Miranda not only embodies our brand values, but she’s close to our antipodean roots and is the epitome of timeless elegance and sophistication,” Mr Bracken said.

“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.”

For Kerr, who grew up in the rural NSW town of Gunnedah, the role is something of a full-circle moment.

“This partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago,” the 40-year-old, who lives in Los Angeles with her husband, Snapchat founder Evan Spiegel, and their four sons, 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.”

As part of the 18-month partnership, Kerr will be featured in Michael Hill’s new advertising campaign, ongoing promotional activities, brand events, social media campaigns, and more.

Founded in New Zealand by Sir Michael Hill in 1979, the brand has more than 270 stores across Australia, New Zealand and Canada – and in June, will open its first global flagship at Melbourne’s Chadstone.

As the retailer evolves, chief marketing officer Jo Feeney said Michael Hill will “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”.

“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.”