Michael Hill International has launched an online platform for its sister brand, Emma & Roe, as the budding jewellery chain continues to expand.

Emma & Roe, which specialises in charms, bracelets, necklaces, earrings, and stackable rings, opened it first standalone concept store in April 2014 and now operates six outlets in total. 

The newly launched website features device agnostic functionality, shoppable social feeds, that aggregates Emma & Roe posts on Facebook and Instagram;  dedicated ‘how to’ and style articles, as well as interactive ‘wishlists’ and a ‘bracelet builder’.

“The new Emma & Roe site allows each customer the design flexibility to mix and match jewellery combinations by colour and design regardless of whether they’re on a desktop, tablet, or mobile device,” explains Mike Parsell, CEO, Michael Hill .

“We’re really excited that our customers can now go online wherever and whenever they are to coordinate stunning, original looks that match their mood, personal story, or wardrobe day to day,” Parsell said. 

Michael Hill revamped its own e-commerce platform in November 2013, launching four new interactive websites in Australia, Canada, New Zealand, and the United States.