Secrets Shhh has opened a new store at Charlestown Square, the Hunter's largest shopping destination.
The move follows expansion in New South Wales with recent openings at Westfield Sydney, Castle Towers, Macquarie Centre and The Strand Arcade.
MD Mike Parsell confirmed the new boutique marks 22 stores in 2022, as well as an eCommerce site.
"The boutique brilliantly displays the brand's new visual identity and design direction," he said.
"The bright, white, light and open space has been designed to be discovered from afar and encourages exploration.
"Floor to ceiling windows, white walls and a curved centrepiece display makes a stunning statement in the centre to showcase our designs.
"Our lab-grown diamond simulants are whiter and brighter than most mined diamonds, making the jewellery the centre of attention.
"No matter where you are in-store, there is so much more to explore."
Parsell, former Michael Hill CEO, has steadily expanded the brand's footprint since becoming the company’s majority shareholder in March 2017.
During his 16-year tenure as CEO of Michael Hill, Parsell expanded the number of stores to 300 across Australia, New Zealand, Canada and the USA.