Amaar Jewels acquires Australia-born jeweller Secrets Shhh, rebrands it to ‘Secrets by Amaar’

According to the company’s website, the network comprises 16 stores across Australia, all of which will now trade as ‘Secrets by Amaar’

Dubai: Dubai-headquartered Amaar Jewels has announced the acquisition of Australian jewellery brand Secrets Shhh, marking a strategic expansion into the Australian market. Following the transaction, the business will operate under the new name ‘Secrets by Amaar’, while continuing to serve customers through its established retail network across Australia.

The acquisition follows Secrets Shhh’s voluntary administration last year and represents a continuity-led transition. Approximately 100 employees were retained as part of the asset purchase, and the majority of the brand’s physical stores were transferred under the new ownership. According to the company’s website, the network comprises 16 stores nationwide, all of which will now trade as ‘Secrets by Amaar’.

As part of the integration, the Australian brand will maintain its local identity, team and operational structure. Amaar Jewels has confirmed that the existing store footprint and e-commerce platform will continue uninterrupted, ensuring stability for customers and employees alike.

‘Secrets by Amaar’ CEO Adrian Murphy, who has been with the company since 2019 and was promoted to the top job in September 2024, said this new partnership with Amaar is as much a validation as it is a milestone. “Secrets Shhh has never been a conventional jewellery business – we’ve always believed that the values behind a piece matter as much as the piece itself,” Murphy said. “What Amaar Jewels recognized wasn’t just our retail footprint or our product range. It was our philosophy. This is what 25 years of building with purpose looks like and a global partner who shares our belief that conscious luxury isn’t a compromise. It’s a higher standard and Amaar Jewels is giving us the platform to take everything we’ve built and bring it to the world. We are excited for ‘Secrets by Amaar’ to move into its next chapter from a position of stability and momentum.”

Founded in 2000 in Noosa, Queensland, by Jane Meredith and Dietmar Gorlich, Secrets Shhh built its reputation as an early mover in the lab-grown diamond segment. Over the past decade, the category has witnessed significant global growth. In Australia, sustainability considerations have also gained prominence, with a large majority of consumers factoring ethical sourcing into purchasing decisions.

Amaar Jewels co-founder Mihika Kothari said the decision to acquire Secrets Shhh was rooted in a shared founding belief that luxury and responsibility can co-exist. “When we look at what Secrets Shhh has built over 25 years, the customer loyalty, the category leadership, the uncompromising commitment to conscious luxury, it was clear this was a brand that shared our founding belief: that how something is made is just as important as how it looks,” Kothari said.

“Australia is a market that leads on values-driven consumption, and ‘Secrets by Amaar’ is perfectly positioned to meet that moment. This is a partnership of philosophy, with a priority on longevity,” she added.

Amaar Jewels is a Dubai-based fine jewellery house with a growing international footprint. The brand operates several flagship boutiques in the UAE and also has a retail presence in Kuwait, Iraq, India and now Australia.

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