Secrets turns sweet 16

Australian jewellery retailer Secrets is set to launch its 'Sweet 16th Birthday Secrets' campaign to celebrate its inception into the market in 2000.

A range of offers will run online and in selected stores from April 1 in a bid to thank customers for their loyalty since its launch in Noosa.

Secrets co-founder and managing director Jane Meredith said that the decision to create a business focussed on offering manmade alternatives to diamonds has flourished in the domestic and international market.

"We were amazed at what we discovered; a stone that looked like a diamond, sparkled like a diamond and had brilliance that would last a lifetime.

“We started out with a small shop in Bay Village Noosa Heads.

“I was really unsure how women would react to the concept of state of the art diamond simulants set in high quality fine jewellery designs, because they are manmade stones.

“Surprisingly over 40% of our market is actually engagement rings.”

Secrets repositioned its business strategy in 2008 following the GFC to a company owned network and now plans to increase its store count to 100 by 2025.