‘Wanting comes before buying’: The emotional reimagining of Michael Hill

Michael Hill marketing boss Jo Feeney has spoken of her journey to return meaning to the brand in an emotional presentation dedicated to her CEO Daniel Bracken, who died suddenly last month.

Feeney, who took up the CMO role at Michael Hill in 2021, was the core driver of the brand’s makeover from low-end discounter to upper tier jeweller. The company was founded in 1979 in New Zealand by Michael and Christine Hill, who are still closely involved in the business.

Jo Feeney presenting at Mumbrella’s summit

A New Zealand native herself, Feeney said she reached deep into the brand’s heritage for inspiration. For example, the green chosen for the store refits was inspired by New Zealand greenstone (pounamu).