Emma and Roe at Michael Hill is an online jewellery store offering a wide range of products to suit various customer preferences and budgets. Their inventory covers engagement and wedding jewellery, standard jewellery items, fashion collections, and watches. The business also provides extensive jewellery-related guides and offers free shipping for purchases over $100.

Emma and Roe's engagement and wedding section provides an array of options for customers, including engagement rings, bridal sets, promise rings, and various wedding rings for both women and men. In addition to the jewellery pieces, they offer a variety of collections, such as Evermore, Sir Michael Hill Designer Bridal, and Solitaire by Michael Hill LAB.

They also have bridal guides that educate customers on how to choose an engagement ring, understand wedding bands, explore eternity rings, and examine gemstone engagement rings. This helps customers make informed decisions before making their purchases.

The standard jewellery section at Emma and Roe includes new arrivals and various categories of jewellery pieces such as rings, earrings, necklaces and pendants, chains, bracelets and bangles, and men's jewellery. Customization options are available, allowing customers to create personalised jewellery.

Customers have a wide range of options when shopping by gemstone, with the choices including diamonds, pearls, morganite, sapphire, and the birthstone of the month. The store also offers laboratory grown diamonds as an alternative to naturally sourced diamonds. The varied options of metal types ranging from Sterling Silver, Yellow Gold, White Gold, to Rose Gold adds to the variety.

In terms of fashion collections, Emma and Roe introduces Stardust, Celebrations, Everlight, Infinite Diamonds, and Serendipity. These collections promise unique, fashionable pieces to suit different styles and occasions.

The watch section is categorized by types - automatic, quartz, solar, chronograph, diamond, and colours - yellow tone, rose tone, silver tone, black, and two-tone. Brands such as Seiko are part of their offering. To ensure the longevity of the timepieces, Emma and Roe provides customers with watch care and maintenance information and guidance.

Lastly, Emma and Roe's Gift section hosts a list of most popular items, options under various price categories like $150, $300, $500 and luxury gifts. It also offers gift cards to provide more flexible gifting options.