Get it chats to Jane Meredith, co-founder of one of the nation’s favourite jewellery retailers − and a successful business born in Queensland − Secrets Shhh
(continued from August 2013 issue)
How did you originally get into the jewellery business?
I went from donuts to diamonds! I had sold my Donut King franchise in Sydney and was staying with a friend on the Gold Coast. During this time I was offered a job as a sales person at Calleija Jewellers at Sanctuary Cove. My friend was a mutual friend of John Calleija and that’s where my journey began and what a wonderful beginning it was.
What inspired you to create a business such as Secrets Shhh?
Secrets evolved because we wanted to give women from all walks of life the opportunity to wear beautiful designer jewellery. Coming from the high end jewellery industry I was very aware that only 9 per cent of women in the world could afford to buy stunning designs set with traditional diamonds.
Secrets has been operating for over 13 years, what do you believe your secret to success is?
It is Richard Branson’s wise words of inspiration that ‘creating something you believe in and doing something differently’ and ‘look at the problem and think outside the square’ that drove me to continue and make Secrets a success. Also learning to enjoy the journey and be happy within the moment.
How would you describe the ‘Secrets customer’; what are they usually looking for?
People have definitely reassessed their thinking and spending patterns – and when it comes to jewellery, many women now make a conscious decision because they have a wonderful alternative available and, at the end of the day, Secrets offers jewellery that allows choice.
What business achievement are you most proud of from over the past 5 to 10 years?
At Secrets we recognise that people purchase their jewellery to reflect the new way of life – we are very much a changing society and the traditional concepts associated with diamonds don’t always carry the same meaning to the younger generations of today. Secrets jewellery still has the symbolic meaning for love and commitment – and today many couples are choosing their engagement and wedding rings from Secrets. Engagement and wedding rings represent 40 per cent of Secrets retail sales. Celebrating these moments in store with customers is a delight. Being able to give them the choice to own finely hand-crafted jewellery at an affordable price and knowing they will always be treasured is a wonderful experience.
What have been some of the greatest/most interesting challenges over the past 13 years and how have you and your team adapted?
Since the GFC, customers are more inclined to purchase Secrets, especially engaged couples as they have the choice to own a beautiful engagement ring and still have the opportunity to have a wedding, holiday, new home etc.
Regarding our product range, in addition to the growing bridal market, Secrets is also conscious of being fashion-focused and constantly strives to be the first to bring exciting fashion-forward European designs to Australian customers. We are now working on limited edition seasonal collections, offering a fantastic range of colourful pieces. We recognise the need for variety and colour in our seasonal collections; we want women to be able to have fun with the designs – to create and own the look for that special occasion or outfit.
In the past 13 years most of our customers have kept their designs from Secrets a secret. However now we encourage customers to share their Secrets as we want women to feel empowered and confident when wearing our designs. In order to share this we still continue to advertise in both national and local publications, however we are also very aware of the power behind social media so now you can find and share Secrets through Facebook, Pinterest, Tumblr, Instagram and Twitter. Many brides and engagement couples have found these channels to be very useful when planning ahead for their dream wedding.
Secrets is very proud to have been the first to bring revolutionary diamond simulants to Australia and, after 13 years, continues to ensure each customer feels valued and enjoys the Secrets experience. Customer service, design and quality is our priority to ensure our customers also share their Secrets.
What are your hopes and goals for the next five years, personally and for the business?
Personally, I would like to make the time to be more involved in women’s issues; to share my Secrets journey and hopefully provide inspiration to other women and let them know that if you are passionate about something you can certainly succeed. For the business, it is important that we continue our philosophy that Secrets is a fine and fashion jewellery brand built around the ethos of giving all women the opportunity to own fine jewellery and that our customers enjoy the Secrets experience either in store and online.
What item of jewellery can you never have enough of?
I love the classic round brilliant cut. The brilliant cut in particular contains the most facets so reflects the most light (has the most sparkle) out of all the cuts available within the diamond industry, so I do own a few classic ring designs, earrings and tennis bracelets from Secrets which I wear and enjoy on a daily basis. However if I could choose one set it would be my classic round brilliant cut stud earrings, pendant, three stone ring and tennis bracelet. I do own these designs in yellow gold, however white gold and rose gold are also available and very tempting. I am also so excited about our new seasonal fashion range . . . but I can’t give too much away about the new designs we have coming up!
secrets-shhh.com