The Australian fashion jewelry landscape is witnessing a historic transformation as Secrets Shhh has been officially acquired by Amaar Jewels, a prestigious private equity holding company headquartered in Dubai, UAE. The strategic agreement, announced in late January 2026, marks the end of a turbulent period for the brand, which had entered voluntary administration just weeks prior in December 2025.
Managed by the insolvency experts at FTI Consulting, the acquisition ensures the continuity of one of Australia’s most recognizable jewelry names. By transferring the brand’s assets to the Dubai-based group, the deal secures over 100 jobs and keeps the majority of retail storefronts operational. Under the new visionary leadership of Amaar Jewels, the brand is not just surviving—it is being prepared for a massive global relaunch centered on luxury and innovation.
The Strategic Shift: Leading the Lab-Grown Diamonds Revolution
The most significant takeaway from this acquisition is the planned shift in product strategy. Amaar Jewels intends to leverage its international infrastructure to pivot Secrets Shhh toward the lab-grown diamonds market. This segment, currently seeing an explosion in global demand, represents a sophisticated alternative to traditional mining, offering the same chemical and physical properties with a focus on ethical sourcing.
By integrating lab-grown diamonds into their core collections, the new owners aim to bridge the gap between “fashion jewelry” and “high-end luxury.” These stones will be meticulously set in precious metals such as 14k and 18k gold, as well as platinum. This move is strategically designed to attract the “conscious luxury” consumer—those who seek the brilliance and prestige of a diamond but prioritize sustainability and environmental responsibility. For the Sublime Joias reader, this marks a turning point where high-tech science meets classical Italian and Australian craftsmanship.
