Secrets opens two new Queensland stores
True to its word, Secrets is expanding its retail operations in Queensland opening two company stores at Westfield Carindale, Brisbane, (June) and Caneland Central, Mackay, (July).
The Australian-owned luxe jewellery brand publicly announced its expansion plans in March when former Michael Hill CEO Mike Parsell and Secrets founding director, Jane Meredith, forged a new business alliance.
Secrets is the Australian pioneer of the ‘world’s most perfect diamond simulant’, creator of exquisitely crafted 10 and 14 carat gold bridal and fine collectible jewellery. The global brand is loved by Millennials to Baby Boomers for the very promise on which it was founded: that luxury should be attainable and that every woman is entitled to feel special every day.
Managing director Mike Parsell said Secrets appealed to fashion-forward, budget-conscious, ethical consumers of luxury jewellery for everyday and special occasion wear.
“Secrets’ diamond simulants are indistinguishable to the naked eye from a real sparkler so they greatly appeal to women who love the diamond look,” he said.
“And because of our value proposition, women can afford to build on their Secrets collections.”
Founding director Jane Meredith said increasingly the media was talking about the value of simulated diamonds, which helped raise consumer awareness.
“When I started Secrets in 2000 our customers really kept their purchases a secret. They were reticent to tell friends and family that they weren’t diamonds,” Ms Meredith said.
“We now find our customers are happy to share their ‘Secrets’ with each other and on social media. It’s a dialogue between our customers and our brand that we really wish to encourage.”
Mr Parsell said opening the Carindale store, just 10km east of Brisbane CBD, “would really consolidate Secrets’ presence in the city alongside its Chermside and Indooroopilly stores”.
The company also responded to strong demand for a Secrets store in north Queensland by opening in Mackay.
“We’re honoured to be providing local employment and the opportunity for consumers to own luxe looks for less,” Mr Parsell said.
“Even in challenging times, people are still prepared to pay for the little luxuries in life that bring them happiness. Secrets is eminently affordable to everyone, so we like to think we’re a brilliant proposition.”
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.
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