Our Story

Secrets started with a dream and one store in Noosa (2000) with the idea that luxury should be attainable and every woman is entitled to feel special every day. 

The brand is now a globally recognised Australian-owned luxe jewellery brand.  Fashion-forward, on-trend, ethical and desirable, Secrets is the real diamond alternative. Its simulated diamonds are guaranteed to shine a lifetime and literally don’t cost the earth.

The forward-thinking brand carved a niche for itself as the first Australian jewellery retailer to customise the most perfect diamond simulants into exquisite designs crafted in 10 and 14ct gold.

Bold, passionate and sassy, Secrets believes in making it possible for every woman to own luxe looks for less


“Beautiful designer jewellery with stones larger than 1ct were simply out of reach for more than 90% of women. Being motivated to change this and to be able to offer women an alternative, we researched the new technology in Diamond Simulants that was emerging in the late nineties. We were amazed at what we discovered; a stone that looked like a diamond, sparkled like a diamond and had brilliance that would last a lifetime.”


Jane Meredith, Co Founder