DESIGNER JEWELLERY HOUSE ANNOUNCES INDUSTRY VETERAN AS NEW CEO

Written on the 31 March 2017 by Ben Hall

DESIGNER JEWELLERY HOUSE ANNOUNCES INDUSTRY VETERAN AS NEW CEO

Former Michael Hill CEO Mike Parsell has joined the luxe jewellery brand, Secrets, as the company looks to grow the business beyond its current eight stores across Australia.

During his tenure at Michael Hill, which included 16 years as CEO, Parsell was part of its expansion from three stores to more than 300 across Australia, New Zealand, Canada and USA.

He stepped down as CEO from Michael Hill in August last year. 

Parsell says he is excited about the partnership and future potential of Noosa-based Secrets as a global business, which is aiming for growth nationally and internationally.

"Secrets reflects the changing mindset of how the consumer of today engages with the jewellery category because the brand appeals to women who want beautifully designed and crafted luxury jewellery at a price they can afford," he says.

Secrets started with one store in Noosa in 2000 and announced the opening of its eighth store today at Chadstone in Melbourne.

Secrets co-founder and managing director Jane Meredith says the company has been looking for someone with the expertise to grow the brand and found it in Parsell, who has more than 36 years' experience in the fine jewellery industry.

"Mr Parsell brings the high level of expertise, experience and knowledge of the industry that the business needs for continued success," she said.  

Meredith says Secrets started with the simple idea that luxury should be attainable and that every woman is entitled to feel special every day.

From Millennials to Baby Boomers, Secrets broadly appeals to women (and men) who want luxe bridal and on-trend fashion statement jewellery that is affordable.

Secrets stores are currently located at Noosa on the Sunshine Coast, Chermside  and Indooroopilly in Brisbane, Pacific Fair on the Gold Coast, Sydney CBD, Carillon City in Perth along with Chadstone and Melbourne CBD.

Business News Australia

 
Author: Ben Hall

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