Michael Hill International (MHI) has named Miranda Kerr as its first-ever global ambassador.
The company recently revealed details of a ‘brand revitalisation’, including a new logo and a rollout of new designs at stores. MHI has now gone a step further, announcing an 18-month partnership with the iconic Australian model.
Kerr will be featured in Michael Hill’s latest advertising campaign, promotional activities, brand events, and marketing campaigns.
“This partnership is so special to me because one of my first photoshoots in my career was with Michael Hill over 20 years ago,” Kerr said.
“I’m proud to support Michael Hill in the next chapter of its journey, just like they supported me all those years ago.”
She continued: “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 began modelling as a teenager and rose to fame in 2007 as a Victoria’s Secret Angel. She has previously worked as a brand ambassador for David Jones and recently launched a range of skincare products.
In an interview with The Australian, CEO Daniel Bracken said the appointment of Kerr was an important step in the company’s rebranding efforts, and said he was optimistic about the path ahead.
“I’m positive for the future. It’s still tough right now, but when you extrapolate the trends we’re seeing, certainly in Canada or Australia, we feel FY25 will be a reasonably good year for us,” he said.
“The whole aspirational journey that we’ve been on for the last three years has been about targeting a more aspirational customer. They’ve got a higher spending power. We’re capturing more of that segment of the market, and we’re really happy with that.”
Jeweller’s 2024 State of the Industry Report recorded 141 Michael Hill stores in Australia. The retailer also operates stores in New Zealand and Canada.
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