Secrets Shhh continues to expand store count

The opening highlighted the company’s post-COVID-19 recovery expansion and takes to 21 the number of Secrets Shhh stores.

The retailer was launched in 2000 specialising in diamond simulant – cubic zirconia – jewellery.

According to Mike Parsell, managing director Secrets Shhh, “The [new] boutique brilliantly displays the brand’s new visual identity and design direction. The bright, white, light and open space has been designed to be discovered from afar and encourages exploration.”

“Floor to ceiling windows, white walls and a curved centrepiece display makes a stunning statement in the centre to showcase our designs.”

Parsell explained that the Charlestown Square store  also highlighted the company’s ongoing expansion of physical stores in New South Wales having recently opened similar outlets in Westfield Sydney, Castle Towers, Macquarie Centre and The Strand Arcade.

The company promotes itself as offering an alternative to diamonds saying its “mission continues with an ambition to provide the most beautiful jewellery; while reducing any harm to the Earth.”

“Our iconic rollout ring boxes are an immersive experience that reveals our incredible range of engagement, wedding, eternity rings and stunning statement dress rings and earrings with irresistible centre stones,” Parsell explained.

Diamond simulants such as cubic zirconia and moissanite have a long tradition in the jewellery industry. They are gemstones manufactured to look like diamonds but are both visually and compositionally different.

While lab-created diamonds have the same chemical or physical properties to natural diamonds, simulant stones such as cubic zirconia are not lab-created diamonds or natural diamonds. To the untrained eye, they can look like diamonds but are not.

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