Michael Hill closes Emma& Roe shops

Michael Hill is to close 24 of its Emma & Roe jewellery stores and refocus the remaining six.

The company yesterday released the findings of a review into the transTasman charm jewellery brand, saying it had identified customer demand for lower-cost products.

Staff will be placed with other Michael Hill-branded stores or made redundant.

The only New Zealand Emma & Roe store is in Auckland’s Manukau. Its future was not discussed.

The closure of the 24 stores, expected to cost Michael Hill between A$5.8 million (NZ$6.2m) and A$7.9m, is due to be completed by June 30.

Michael Hill plans to ‘‘reposition’’ its Emma & Roe brand by branching into demi-fine jewellery sector.

The company said customers wanted more ‘‘fine fashion’’ options.

‘‘Demi-fine is a relatively new segment of the market combining fine jewellery with fashion for those customers seeking stylish, yet affordable, items to accessories their wardrobe.’’

This announcement follows news Michael Hill was pulling out of the US following months of declining sales.

Emma & Roe is named after Sir Michael’s daughter and Michael Hill chairwoman, Emma Hill, and his wife, Lady Christine Hill, whose maiden name is Roe.

Michael Hill International, founded by Sir Michael Hill in Whangarei 37 years ago, has stores in Australia and Canada.

Emma Hill, the chairwoman of Michael Hill Jewellers, with her mother Lady Christine Hill, outside the group’s experimental new venture, Emma and Roe in 2016.