While Others Starve, Michael Hill is FEEDing Its Brand – And Reaping the Rewards

Australian retailers are dropping like flies. This month alone both Wittner and Jeanswest  have entered administration. And they’re not alone. These brands weren’t felled by a lack of history — they were starving. Starving for relevance. For brand salience. For distinctiveness. In today’s retail landscape, heritage means nothing if you don’t evolve.

Just 24 months ago, Michael Hill looked like it was heading down the same path, lost in a sea of legacy jewellers like Goldmark and Bevilles (do they even still exist?). But while others faded, Michael Hill made a different choice: They FED their brand.

And now? They’re reaping the rewards.

FEED is Elba Marketing's proprietary framework for evaluating brand impact: Fresh & Future-Focused, Engaged & Expressive, Everywhere & Easy to Find, Distinctive & Disciplined.

F – Fresh & Future-Focused

In a category often stuck in the past, Michael Hill hit refresh. A sleek new black-and-white brand identity. Modern, elegant packaging. Refreshed stores with premium vibes. They’ve curated their range, launching collections like New Era that align with fashion and culture, not just tradition. They didn’t just update the logo, they redefined who they were for, and why they mattered.

Michael Hill's Chadstone Store

E – Engaged & Expressive

Michael Hill has found its voice — and it's not whispering. They’ve become storytellers. Showcasing love in all its forms: LGBTQIA+ couples, relatable influencers like Anna Heinrich, older couples, real people. They’ve embraced emotional marketing and let go of generic "gift her a diamond" tropes.

Their social media presence has become interactive and personal, with a clearly identifiable personality that is importantly platform bespoke. (I'm so sick of seeing brands post editorial photos on Instagram and think that'll do). Michael Hill are showcasing their brand personality through IG: Craftsmanship, aspirational lifestyle, UGC and product education. In a digitally driven world, human connection sets brands aside and their consistent, authentic voice is setting it apart from the sameness of competitors.

Michael Hill's instagram showing clearly identifiable pillars, with platform bespoke content.

E – Everywhere & Easy to Find

They’ve doubled down on availability — mental and physical.  You’ll see them in-store, online, on Instagram, Organically on Google, Google Shopping, YouTube, and OOH. Their website is clean, optimised, and conversion-ready. Their stores? Still front-and-centre in major centres, but one by one are being refreshed.

D – Distinctive & Disciplined

Michael Hill now owns its look and positioning. They've identified a position of accessible but premium. A clear focus on bridal jewellery, without alienating the everyday shopper or their loyal customer base. Unlike the disastrous rebrand of Witchery, Michael Hill's rebrand has been slower and deliberate.

The immediate giveaway of a brand in trouble is the front and centre 'SALE'. Front of the store, the first category on the website. Michael Hill still have sales, because they're accessible, but they've stepped away from the sale drug and trend chasing. The monogram. The tone. The elegant restraint. It’s cohesive from packaging to POS to paid media. They know who they are and they're unapologetic.

And it’s working.

In FY2024, Michael Hill reported revenue of AU$647.8 million, up 2.9% year-on-year, and EBIT of AU$46.8 million.They’ve achieved 10 consecutive quarters of same-store sales growth and continued expansion in Canada and New Zealand.

FEED your brand — or risk starving it.

Michael Hill is proof that brand health isn’t a “nice to have.” It’s a commercial imperative. And in a market where consumer attention is scarce, the brands that stay relevant, expressive, available, and distinctive are the ones that survive — and thrive.