Dubai Jewelry Group Amaar Jewels Buys Up Australian Jewelry Chain Secrets Shhh

Dubai Jewellery News: A Cross-Border Rescue That Redraws the Retail Map

A dramatic chapter in Australian fashion jewellery retail has closed with a new international beginning. Secrets Shhh, the once high-flying 23-store fashion jewellery chain that entered voluntary administration in December 2025, has been acquired by Amaar Jewels, a privately owned jewellery group headquartered in Dubai, United Arab Emirates. The transaction brings stability to a brand that has weathered decades of retail upheaval and signals growing Middle Eastern investment interest in established Australian jewellery labels.

Under the supervision of insolvency specialists FTI Consulting, the sale of Secrets International Pty Limited and its subsidiaries was finalized on January 20, with the majority of physical stores transferring to the new owner. Crucially, more than 100 jobs have been preserved, offering reassurance to employees and customers alike at a time when bricks-and-mortar retail continues to face pressure from shifting consumer habits and economic uncertainty, according to this Dubai Jewellery News report circulating within industry circles.

Administrators Secure Continuity and Confidence

FTI Consulting confirmed the agreement ensures business continuity across the retail network and online operations. Joint administrator Kelly Trenfield described the deal as a pivotal step in protecting the brand’s future. She noted that the transaction establishes a solid platform for Secrets Shhh to maintain and expand its footprint across the Australian market, while also restoring confidence among suppliers and franchise partners following months of uncertainty.

John Park, head of Australia corporate finance and restructuring at FTI Consulting, had earlier emphasized that trading would continue as normally as possible during administration. That approach appears to have paid off, enabling the brand to retain customer loyalty while an urgent sales and recapitalization process unfolded behind the scenes.

Amaar Jewels Brings Global Ambitions

Amaar Jewels enters the Australian market with considerable international experience. The group currently operates 16 stores across Dubai, Abu Dhabi, Kuwait and Iraq, alongside an established presence in Mumbai, India. Its acquisition strategy reflects a broader ambition to scale recognizable brands with strong local identities and modernize them through global sourcing, design innovation and operational efficiencies.

As part of its growth plan for Secrets Shhh, Amaar Jewels intends to expand product offerings, particularly through new collections featuring lab-grown diamond jewellery set in precious metals such as gold and platinum. This shift aligns with evolving consumer demand for sustainability, ethical sourcing and contemporary design without compromising quality.

A Brand with a Turbulent but Resilient Past

Secrets Shhh was founded in 2000 in Noosa, Queensland, by Jane Meredith and Dietmar Gorlich, initially specializing in cubic zirconia jewellery. The vertically integrated retailer expanded rapidly under a franchise model, reaching 26 stores across Australia and New Zealand before the Global Financial Crisis slowed its momentum. Store numbers fluctuated over the years, dipping to just seven outlets by 2017 before a revival under experienced industry leadership pushed the count back up to 25 by 2024.

Late last year, administrators took control of nine related entities operating under the Secrets banner, calling a creditors’ meeting in December 2025. At the time, the business operated 23 boutique stores nationwide and a dedicated online channel.

Looking Ahead Under New Ownership

The acquisition by Amaar Jewels represents more than a financial rescue; it marks a strategic reset for a well-known Australian brand. With fresh capital, international expertise and a renewed product vision, Secrets Shhh is positioned to stabilize domestically while laying the groundwork for potential global expansion. The deal underscores the resilience of established jewellery brands when paired with adaptive ownership and long-term planning, offering a rare positive outcome in a challenging retail landscape.

For more details on Amaar Jewels, visit:

https://amaarjewels.com

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