Sensational Secrets revealed in Maitland

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Sensational ‘Secrets’ will soon be shared with Maitland residents when luxe jewellery retailer, Secrets, opens the doors to its new store at Stockland Green Hills on Thursday November 30. 

Australian-owned Secrets will be part of the shopping centre’s much anticipated $412m redevelopment, sitting alongside 75 new specialty and fashion retailers and a new food court. 
It’s an exciting development as locals will now be able to shop and dine under the one roof at Green Hills instead of driving 30-plus minutes to Kotara or Charlestown. 

Managing director Mike Parsell said locals who recalled Secrets Kotara store would be delighted the much-loved and newly refreshed brand was returning to the area. And for those consumers newly let in on our Secrets, they could now enjoy the same affordable luxe looks as their Sydney counterparts by shopping locally at Green Hills. 

From humble beginnings in 2000, Secrets today makes women all round the world feel special by putting exquisitely crafted gold jewellery in to their hands at a price they can afford. 

Founding partner Jane Meredith started the Secrets brand with nothing except a concept and a passionate belief that luxury should be attainable and that every woman was entitled to feel special every day. Jane shared this vision with five-times De Beers Design award-winning jeweller, Dietmar Gorlich, who had the visionary idea of combining exquisite design with simulated diamonds and coloured stones to create a unique product.

The lightbulb moment for the Secrets concept came to Jane while working for a diamond merchant who one day said to her: “Do you know Jane, we only sell to nine percent of women around the world?” and in that moment Jane thought, “I’m the other 91 percent.” 

“The next day, a woman with a baby looked at the store window, then she looked at me doing the window display, then looked at her baby, and with a sad look walked away,” Jane said. 
“Again a lightning bolt struck me through the window, which said, ‘this is what I’m here to do’.” 
Jane and Dietmar were excited about the new technology diamond simulants that were emerging in the nineties. They were amazed at what they discovered; a stone that looked like a diamond, sparkled like a diamond and had a brilliance that would last a lifetime. The pair was excited about creating a business that would level the playing field for customers. 
“I was very clear that the store had to represent the ability for women to walk in and feel good, and the product had to represent that feeling of value for them, not so much monetary value, but value about how a woman feels,” Jane said. 

This idea is the cornerstone of the brand and the reason Mike said Secrets had such a strong following. 

“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,” Mike said. 

With Mike (former CEO Michael Hill) at the helm, the brand has fresh ideas and energy. Since March 2017, the company has opened two new stores (Mackay and Brisbane) with a third, Green Hills, opening before Christmas. 

The Maitland store is set to open with a bang: 20% off storewide* (excluding new collections) from Thursday Nov 30 – Sunday Dec 3. *T&Cs apply. After the four-day opening sale, Secrets will release its Christmas collection: new simulated coloured stones in morganite, tanzanite and ceylon. These exciting fashion colours are back in vogue and our new Secrets rings and earrings are exquisitely set in 10ct gold plus a limited release version in sterling silver at favourable price-points for Christmas shoppers. Equally enticing are our new cultured freshwater pearl designs sold as a set: earrings, pendant and bracelet, a great gift combination. Another exciting Christmas offering is dancing pendants, which accentuate the sparkle of the diamond simulant by moving with the motion of the body.  

Mike said expansion in to new territories also meant new employment opportunities with an exciting, visionary brand with a global reach. 

“We’re on the look-out for the next generation of Secrets stars,” Mike said. 

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