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Michael Hill Jeweller creates premium diamond engagement rings, handcrafted by artisans. But their reputation as a mass jewellery brand means no discerning woman was proud to wear an engagement ring from Michael Hill. After 44 years, flipping people’s perspective proved to be an impossible task. So instead, we created a new brand and eCommerce experience from scratch. Introducing TenSevenSeven, bespoke engagement rings for modern brides. The brand was inspired by a pivotal moment in October 1977, the date founders Michael and Christine Hill lost everything in a house fire. But it was just the spark they needed to start the business of their dreams. The brand, experience design and launch campaign are all inspired by this ‘spark’. TenSevenSeven is unique in that the entire experience takes the best of an IRL jeweller and blends it with a seamless digital design tool and delivery.