Secrets Shhh

Diamonds are a girl’s best friend…but are no longer just for the rich

Secrets is a fashion and fine jewellery retailer. No jewellery experience is required to operate your own jewellery store in one of the world’s most elegant industries. As the world’s largest retailer of simulated diamond jewellery the combination of our elegant designs, product quality and price advantage has created a business even more compelling in the economic environment of today.

Since its first store in Noosa in April 2000, Secrets has become the world’s largest simulated diamond jewellery retailer with 19 stores across Australia and New Zealand.

Jane Meredith, co-founder of Secrets, was working in a jewellery store in the 1990s and was told by the owner that only 9% of the world’s women could afford the thrill of owning a dream piece of jewellery. Teaming up with master jeweller, Dietmar Gorlich, Jane sourced innovative gem technology that used heat to turn a natural mineral into a “new generation” diamond of such quality it was indistinguishable from a mined stone to the naked eye.

It meant that while the cost of a natural two-carat D-colour flawless diamond could exceed $40,000, a two carat flawless diamond simulant set in gold could be priced from $590.

A New Direction – Reveal the Secrets

After 10 years of success, Secrets embraced a new direction for the company with a new store design new fashion ranges, brand, merchandising, and retailing approach.

The Secrets board has now decided to create rare opportunities for franchisees to own stores in Australia and New Zealand. Our growth is deliberate to add only 20-30 stores in Australia and New Zealand over the next few years.

Secrets has a demonstrated history of deliberate and quality growth which ensures owners our focus is on retail profitability (not store numbers) and ensuring the Secrets experience is creating those special moments for customers.

Location, Location, Location

The Secrets business model operates in 20-45sqm of retail space which means we operate with one of the lowest cost bases in jewellery and fashion.

Secrets plans to keep the exclusive nature of Secrets as a retailer by ensuring we are deliberate in our choice of locations. We have opportunities across Australia and New Zealand in metropolitan and larger regional areas.

Franchise Success – Join the Team.

No jewellery experience required – simply combine a passion for customer service and jewellery with business acumen.

Owning and operating a jewellery store ensures you share within customers what it is often the most important moment in their lives. It’s an elegant business to be involved in and our product, retail and jewellery teams provide all the necessary training and ongoing leadership to support the design, build, opening and operation of your Secrets store.

All of our exquisite jewellery is supplied exclusively by Secrets which means your teams can focus on customer service and retailing.

Investment

A brand new Secrets jewellery store requires a franchisee to invest around $350,000 + stock. In specific areas joint venture opportunities are available with a minimum investment of $200,000 +GST.

Given our track record specific lending packages have been developed by our bankers.

Share our Secrets

• 12 years of proven success
• No jewellery experience required
• Franchise opportunity - only fine jewellery opportunity
• World’s largest retailer of simulated diamond jewellery
• Exquisite jewellery is supplied exclusively by Secrets
• Store design, build, operation support and supply provided
• Small retail space (20-45sqm) with lower cost base
• $350,000 + stock – an affordable entry into jewellery
• Excellent gross margin and return on investment opportunity

Next Steps

If a Secrets jewellery store is something you are passionate about we would love to talk to you. Please complete the ‘email request form’ below or call Paula direct on +61 (0) 7 5455 8511 and we will be happy to share some of our Secrets.