Secrets Shhh is Exquisitely Irresistible

Secrets Shhh is a leading Australian jewellery retailer founded on the core belief that luxury should be accessible to everyone. Established in Noosa in 2000, it is the first Australian company to introduce a high-quality diamond alternative; presenting customers with the freedom to choose a better narrative. Stylish, sophisticated and ethical – Secrets is for those unafraid to make a bold statement.

When the owners decided they needed to reposition and revitalise their brand, they turned to Davidson Branding. The new visual brand identity needed to resonate with the younger generation, whilst also clearly communicating the brand’s unique and revolutionary approach – in a relatively traditional industry – of offering ‘luxury without compromise’. In turn, the new visual language system needed to be distinguishable and only Secrets’.

We began by defining the Secrets brand strategy, including the core audience; Jewellery Lovers & Dreamers. The strategy uncovered that the new brand purpose needed to speak to the human truth of its target consumers desiring to own premium jewellery but not being able to justify the cost. It became clear that Secrets needed to empower and inspire them to say ‘yes’. The brand narrative, centred around the new positioning statement ‘Exquisitely Irresistible’, quickly came to life.

Building on its iconic award-winning 2012 branding, the new brand imagery features a beautiful peony as the hero flower; this time bathed in soft, warm champagne light communicating elegance. The exquisitely photographed flowers become a pedestal for the jewellery which is framed sitting beautifully within its leaves. The new style of photography is feminine and light; a perfect reflection of the delicate and feminine Secrets Shhh look and feel. The brand message of ‘Yes’ is presented in an elegant script, delicately wrapping around the flower.

Davidson’s scope of work included research, strategy, brand identity revitalisation, website look and feel, brand tone-of-voice and brand style guide. The new Secrets brand is light, fresh, modern, feminine and elegant; beautifully expressing their new positioning of ‘irresistibly exquisite’.