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​Michael Hill readies to ramp up lab-grown diamonds range


  Michael Hill CEO Daniel Bracken reveals on how the business is marketing its laboratory-created diamonds to raise consumer awareness of lab-grown diamonds.
  He said, “We have educational articles online, and the team have been working this collection more and more into our social media conversations. In stores we have a hardcopy booklet which introduces customers to lab-grown diamonds and our exclusive Fenix collection, and our store staff are trained on the collection so they can answer customers’ questions and help them to make the best purchase choice for them.”
  Michael Hill is developing new engagement ring styles such as halo designs, which customers are asking for. And it has developed a very exciting and modern jewellery collection for launch next year, featuring mainly earrings and pendants in a variety of lab-grown diamond shapes and setting styles.
  Michael Hill is an international multi-channel retail jewellery chain with 290 stores and digital platform across Australia, New Zealand and Canada.

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