At the turn of the century, while bathing in the natural beauty of Noosa on the East Coast of Australia, the Secrets Shhh founders made a bold decision to turn their backs on the mined diamond industry, an industry they had known so well and had been so revered in for decades. In 2000, Secrets Shhh launched a way to bring that same level of stunning, luxury jewellery to everyone. Drawing this new inspiration from the serenity of pristine beaches, azure blue water and committing never to disturb that beauty, Noosa served as muse, and Secrets Shhh set about offering a genuine alternative to mined diamonds. Today, that mission continues with an ambition to provide the most beautiful jewellery; while reducing any harm to the Earth.