Jewellery brand Secrets’ co-founder and managing director Jane Meredith has a new business partner.

Former Michael Hill CEO Mike Parsell joins the affordable, high-end bridal jewellery business as joint managing director.

Parsell has more than 36 years’ experience in the fine jewellery industry and during his 16-year tenure as CEO of Michael Hill expanded the number of stores to more than 300 across Australia, New Zealand, Canada and the US.

Parsell said the business has potential for global growth.

“Secrets reflects the changing mindset of how the consumer of today engages with the jewellery category because the brand appeals to women who want beautifully designed and crafted luxury jewellery at a price they can afford,” he said.

There are Secrets stores at Noosa; Chermside and Indooroopilly; Pacific Fair; Sydney CBD; Carillon City; Chadstone and Melbourne CBD.