For young, high-net-worth couples, the idea of buying an engagement ring from a traditional mall retailer no longer matched their expectations of luxury. While Michael Hill was a trusted name with over 170 stores across Australia and New Zealand, it needed to evolve. The solution wasn’t just a new product — it was an entirely new brand experience that would appeal to a premium audience while leveraging Michael Hill’s existing operational power.
Objectives
Launch a New Luxury Brand: Create an entirely new identity and digital experience under the name Ten Seven Seven.
Design a Premium Online Journey: Build a digital product that feels as luxurious and bespoke as the jewellery it sells.
Reimagine the Buying Experience: Translate the experience of working with a master jeweller into an intuitive, digital-first engagement ring builder.
Leverage Michael Hill’s Infrastructure: Seamlessly connect new digital systems to the existing fulfilment and logistics network.
Challenges
The core Michael Hill brand was seen as accessible and mainstream, not luxury.
High-end customers wanted a bespoke experience — not something that felt templated or retail.
The product needed to convey trust, clarity, and beauty without losing simplicity.
A new brand and digital platform had to be built while integrating with existing systems.
Every interaction needed to feel premium — from UI and content to responsiveness and craftsmanship.
Approach
1. Strategic Foundations
Market research, competitor analysis, and customer insights laid the groundwork for a digitally native luxury brand. We created a strategy that honoured the emotional weight of engagement ring shopping while addressing gaps in the digital market.
2. Human-Centred Design
We ran iterative user testing to refine the end-to-end experience. Every interaction, from ring selection to customisation, was designed to feel personal, intuitive, and empowering. Content, copy, and flows were tailored to support emotional decision-making.
3. Collaborative Delivery
Over 12 months, a hybrid squad model saw Endava and Michael Hill teams working side-by-side. Designers, developers, strategists, and marketers collaborated to build Ten Seven Seven — from brand positioning to launch.
Solution
Ten Seven Seven is a luxury engagement ring platform built around modern love stories and timeless design. At its core is a fully custom ring builder, where users can design their perfect ring with dynamic 3D renders and real-time pricing.
Key features include:
Dynamic 3D Ring Builder: Real-time, interactive product visualisation with smooth customisation.
Smart Filtering: Guided discovery makes it easy to explore diamonds and designs with total control.
Non-Linear Journeys: Customers can start at any point — diamond first, ring first, or via inspiration — creating a fluid, personalised shopping flow.
Transparent Pricing: No hidden costs, no surprises. Every choice updates in real time.
Master-Jeweller Feel: Designed to echo the in-store experience, digitally — thoughtful, collaborative, and elevated.
Outcomes
$130,000 single order placed via the platform
190+ daily interactions with the ring builder
$28,000 average order value, 186% above the original forecast
Award Recognition:
2024 — Best Use of User Experience
2024 — Digital Design: Web Design and Development
Results as of June 7th, 2024
Conclusion
Ten Seven Seven redefined what luxury looks like in the digital space. It transformed the traditional engagement ring journey into a premium online experience without losing the intimacy or craftsmanship people expect from a jeweller. Built with precision, strategy, and heart — this is a brand designed to last, and an experience built to evolve.
