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Amaar Jewels has acquired Secrets International, an Australia-based brand that trades as Secrets Shhh.
A privately owned jewelry group headquartered in Dubai, Amaar Jewels plans to invest in and grow the Secrets Shhh label in Australia, FTI Consulting, the administrators of the purchased company, said Monday. The agreement transfers the majority of the retail network to the buyer, while protecting employment for more than 100 employees. The purchase will maintain continuity for consumers, employees, and key stakeholders.
The group plans to broaden its product range by launching new collections, with greater emphasis on lab-grown diamond jewelry in precious metals such as gold and platinum, in line with changing consumer preferences for design, quality, and sustainability, it shared.
“This transaction represents a significant milestone in securing the ongoing operation of the Secrets Shhh brand and provides a strong foundation for its continued presence and growth across the Australian retail market,” said Kelly Trenfield, senior managing director of FTI Consulting.
In the long term, Amaar Jewels intends to expand the Secrets brand beyond Australia and into the global market, drawing on the company’s global expertise and supply-chain capabilities.
Image: A Secrets Shhh store in Australia. (Amaar Jewels)
