STW Group's digital commerce agency Amblique has launched an e-commerce site for Michael Hill Jewellers under the banner of Emma & Roe.
The international retail chain has six bricks-and-mortar stores operating under the Emma & Rowe brand, named after the the wife of founder Sir Michael Hill, Lady Christine Hill whose maiden name was Roe, and their daughter, Emma.
Michael Hill CEO Mike Parsell, said the development of the online shopping experience was a bid to give shoppers the ability to mix and match their jewellery choices.
“With the launch of the Emma & Roe website, customers can now shop and create online whenever the mood strikes,” Parsell said.
The agency has tapped into the existing Michael Hill online base to develop the site quickly with functionality across all platforms as well as shoppable social feeds, educational articles and a brand story.
Lisa Powell, head of retail practice at Amblique said that the site had been designed to grow with the brand.
“The new Emma & Roe website is a great example of how MHI can quickly leverage its digital platform to grown and support its business no matter what the future brings,” Powell said.
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