Secrets new business partnership a 'diamond' in the making

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The secret is out: former Michael Hill CEO Mike Parsell and luxe jewellery brand, Secrets, have forged a business partnership in a move that’s set to ignite accelerated growth for the industry trailblazer.

Secrets started with a dream and one store in Noosa, Queensland (2000) where the Australian-owned company is headquartered. Today’s announcement and grand opening of its flagship store at Chadstone, Melbourne’s fashion capital, adds a new chapter to its success story.

Secrets co-founder and managing director Jane Meredith had been looking for someone with the expertise to grow the brand. She found it in Mr Parsell who has more than 36 years’ experience in the fine jewellery industry.

During his 16-year tenure as CEO of Michael Hill, Mr. Parsell expanded the number of stores to more than 300 across Australia, New Zealand, Canada and USA and grew the company into an Australian success story.

Ms Meredith said she was very proud and honoured that Mr Parsell was partnering with Secrets.

“Mr Parsell brings the high level of expertise, experience and knowledge of the industry that the business needs for continued success,” she said.

“I’m particularly delighted that Mr Parsell shares my passion and commitment for the business and understands the uniqueness of the brand.”

Mr Parsell said he was really excited about the partnership and future potential of Secrets as a global business, which is positioned for growth nationally and internationally.

“Secrets reflects the changing mindset of how the consumer of today engages with the jewellery category because the brand appeals to women who want beautifully designed and crafted luxury jewellery at a price they can afford,” he said.

Secrets started with the simple idea that luxury should be attainable and that every woman is entitled to feel special every day. The forward-thinking brand carved a niche for itself as the first Australian jewellery retailer to customise the world’s most perfect diamond simulants and coloured stones into exquisite 10ct and 14ct gold collectible pieces.

From Millennials to Baby Boomers, Secrets broadly appeals to women (and men) who want luxe bridal and on-trend fashion statement jewellery that literally doesn’t cost the earth. Today, Secrets is a market-leader in affordable, high-end bridal jewellery. By boldly offering couples ‘a new way to be engaged’, the globally recognised brand appeals to the non-conventional ethical consumer who doesn’t want to spend a mortgage on a rock.

Secrets stores are currently located at Noosa (Sunshine Coast); Chermside and Indooroopilly (Brisbane); Pacific Fair (Gold Coast); Sydney CBD; Carillon City (Perth); Chadstone and Melbourne CBD. Prospective franchisee enquiries are invited.

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