Secrets by Amaar turns ordinary women into brand story-tellers via Monthly Muse campaign

The brand is strengthening emotional connections with consumers by spotlighting mothers, entrepreneurs and change-makers whose jewellery reflects personal milestones

Sydney: Luxury jewellery brand Secrets by Amaar, owned by Amaar Jewels, is re-imagining influencer marketing through its ongoing ‘Monthly Muse’ campaign, opting to spotlight ordinary women with compelling personal stories instead of traditional celebrity endorsements.

Formerly known as Secrets Shhh, the fine jewellery brand has positioned the initiative as a series celebrating women whose values align with its philosophy of meaningful jewellery and timeless style. Through the campaign, the brand seeks to “shine a light on the women behind the brand and the stories behind the pieces they choose”, reinforcing the idea that jewellery is more than an accessory, serving as a reflection of memories, milestones and personal identity.

As part of the campaign, Secrets by Amaar has been introducing a new muse each month, featuring women from diverse backgrounds, including entrepreneurs, founders, creatives and community leaders. Through a blend of story-telling and candid conversations, the series offers insight into their journeys, values and individual approaches to style.

Each Monthly Muse representative brings a distinct perspective to the campaign.

April’s featured muse, Nicola Scruby, a nutritionist, mother of three and founder of children’s protein brand Unrefined Nutrients, exemplified the importance of finding meaning in everyday moments. The jewellery she selected marked significant milestones in her life, including a tennis bracelet purchased to commemorate her first business achievement.

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In May, the campaign spotlighted Tilli Conias, a Brisbane-based fitness advocate and community builder recognized for leading a local run club and championing women’s health and wellness.

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June’s Monthly Muse, Ashleigh D’Amico, brought a different perspective to the campaign. As the founder of Green Wardrobe Consignment, she embodies the campaign’s ethos by championing intentional choices, investing in pieces that matter and wearing them for life.

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By featuring mothers, entrepreneurs and change-makers in its campaign, Secrets by Amaar has demonstrated that authentic stories can be more powerful than celebrity endorsements in building meaningful consumer connections. The campaign highlights how luxury jewellery brands can foster deeper relationships through shared values and relatable experiences, positioning jewellery not merely as a symbol of status, but as an expression of personal identity.

Amaar Jewels is a Dubai-based lab-grown diamond jewellery house with a growing international presence across the United Arab Emirates, Kuwait, Iraq, India and China. It recently acquired Australian jewellery brand Secrets Shhh, and rebranded it as ‘Secrets by Amaar’, taking over its network of stores across Australia.

Retail Jeweller ME News