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Michael Hill has now expanded its lab-created diamond jewellery offering, adding earrings, necklaces, and tennis bracelets. | Source: Michael Hill
Michael Hill has now expanded its lab-created diamond jewellery offering, adding earrings, necklaces, and tennis bracelets. | Source: Michael Hill

Michael Hill reveals renewed focus on lab-created diamond range

Major Australian jewellery retailer Michael Hill International has expanded its range of lab-created diamond jewellery.

It’s been a productive year for the Brisbane-based retailer with operations in New Zealand and Canada, acquiring retail rival Bevilles and launching a new gold recycling program.

Michael Hill has now expanded its lab-created diamond jewellery offering, adding earrings, necklaces, and tennis bracelets.

CEO Daniel Bracken told the Sydney Morning Herald: “We haven’t made a big noise about lab-created diamonds until now because we have been increasing our capabilities and understanding.”

Daniel Bracken, CEO Michael Hill International
Daniel Bracken, CEO Michael Hill International
“We haven’t made a big noise about lab-created diamonds until now because we have been increasing our capabilities and understanding.”
Daniel Bracken, Michael Hill

“When the bulk of your business is mined diamonds you need to be careful with the introduction of a new source. It needs to be managed appropriately.”

Michael Hill operates 148 stores in Australia, along with 47 in New Zealand and 86 in Canada. The company plans to open 80 new Bevilles locations by 2028.

“Diamond giant De Beers convinced the world that mined diamonds were a symbol of timelessness and permanence, but now there’s an increasing number of customers looking for choice,” Bracken added.

“They’re interested in sourcing and scale. It’s pretty much about more bang for your buck.”

Lab-created diamonds are six per cent of Michael Hill’s diamond sales, and Bracken said he was confident the figure will reach 10 per cent with the extensive new collection.

More reading
Done deal: Michael Hill takeover of Bevilles complete
Cost-of-living pressures cause for concern for jewellery retailers
Michael Hill and Bevilles: History never repeats itself, but it does often rhyme
Michael Hill and Bevilles: A tale of opposing branded watch strategies
Michael Hill launches new gold recycling program
Shock takeover: Michael Hill acquires Bevilles
Michael Hill celebrates record first-half revenue

 











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