Secrets targets jewellery stores with ‘in-line’ model

Secrets, Australia's leading diamond simulant retailer, has launched "an in-line store model" targeted at traditional jewellery stores in Australia and overseas.
Posted in News


Secrets, Australia’s leading diamond simulant retailer, has launched “an in-line store model” targeted at traditional jewellery stores in Australia and overseas.

Secrets co-founder Jane Meredith said the first ‘Secrets Australia’ in-line stores would launch this month at Maurizio Jewellery Designs in Cairns and several locations in Fiji. 

Secrets first opened its doors in Noosa in 2000 and has since grown to encompass four company-owned stores and seven franchised stores.

Meredith said the Secrets retail concept grew from her awareness that not all women could afford the diamond of their dreams.

“Beautiful designer jewellery with diamonds larger than 1 carat was simply out of reach for more than 90 percent of women.

 “Secrets has given women the opportunity to feel equally valued and confident wearing beautifully crafted jewellery featuring diamond simulants − stones which look and sparkle like a diamond and with a brilliance which will last a lifetime.”

She said the new Secrets Australia in-line store project would enable the company’s existing store footprint to grow and prosper.

“We are now offering services to customers in company stores, franchise stores and in-line stores as well as online.”

She said many jewellers had already expressed interest in the in-line store concept.

“We offer them a proven track record to be able to assist stockists with retail support required to maximise their return on investment.”

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