Grand designs for luxe Australian jeweller

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Secrets Chermside is moving to bigger, better premises within the $355M redeveloped Westfield shopping complex in early September. With its new deluxe fit-out, the franchise-owned store is set to be Secrets’ flagship Brisbane store. The new ‘crown jewel’ (relocating to shop 158A, level 1) sits alongside Secrets company stores at Indooroopilly Shopping Centre and Westfield Carindale.
The luxe jewellery retailer currently has a mix of eight company stores and two franchise-owned stores in key Australian retail markets as well as an e-commerce platform. With former Michael Hill CEO, Mike Parsell, at the helm, Secrets is being steered on a course of rapid expansion with new stores opening in Carindale, Brisbane (June) and Mackay, north Queensland (July) and another two slated to open before the end of the year. Parsell joined Secrets as managing director in March when he entered in to a business partnership with co-founder Jane Meredith. 
The new flagship Brisbane store will be surrounded by other premium fashion brands such as Tony Bianco, Scotch & Soda, M. J. Bale and Aquila. 
The north-Brisbane fashion shopping mecca is now distinguished as the largest Westfield in Australia housing a mix of home-grown and international brands. The level 1 shopping mall has been refreshed with new tiling and new plantings, which reflect the premium aesthetic of the new fashion, lifestyle, dining and entertainment precincts. The new fashion gallery above houses three international high street retailers: Sephora, H&M and Zara. 
The move positions Secrets Chermside in the right space to succeed. Parsell said the biggest challenge for retailers, particularly in the mid-market, was differentiation and relevance to new consumers. Increasingly consumers were aligning themselves with brands that reflect their personal lifestyle and taste. 

“The Secrets brand sits in the luxury space and really appeals to a core section of the market who love style, what the brand can deliver and value-for-money,” Parsell said. 
“One of the co-founders of Secrets, Dietmar Gorlich, is a jewellery designer who has spent a lot of time in the luxury space. 
“He strongly believed you could combine exquisite design with simulated diamonds and coloured stones that would produce a unique product proposition enabling people to access luxury jewellery at an affordable price. That’s the core idea that started the brand and it has led to a strong following at Secrets." 

   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. 
“Think product differentiation is hugely important , as is the ability to create collections that people relate to and understand,” Parsell said 
“Your ability to differentiate your design or product positioning is absolutely paramount in the future of our industry.” 

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