Michael Hill has opened its second new concept global flagship boutique in Bourke Street Mall in the heart of Melbourne.

Michael Hill’s new flagship extends over two floors, including its dedicated bridal and diamond destination space. The store also includes Michael Hill’s signature scent, created in collaboration with Air Aroma. 

The stores were conceptualised to bring to life the philosophy of ‘A Moment to Discover’ through immersive environments of free-flowing spaces to conjure interest and discovery, inviting customers to experience the beauty and craftsmanship of fine jewellery and re-discover the Michael Hill brand.

“With our new flagships comes our new, deeply considered sensory experience. We have thought about not only what you see, but what you feel, hear, and smell. Our immersive signature experience is complete with a custom scent, created to encapsulate the serene natural beauty of our brand’s birthplace, New Zealand,” Michael Hill head of store and brand experience, Philomena Colgan said.