Home of the Diamond Alternative


Secrets Shhh is the home of the diamond alternative. Our signature diamond simulants are proudly grown above the ground in a laboratory. They are virtually indistinguishable to the naked eye compared with the rarest white diamonds.  Using the latest technology, they are created under extreme heat from the natural mineral base zirconium dioxide to form the finest quality rough crystals.  This rough is then sorted and cut to exacting standards.  Only the most exceptional stones that meet our strict criteria are chosen for our iconic designs.

Our stones possess all the optical qualities of the finest diamonds unearthed at a fraction of the cost. In fact, they are visibly whiter and brighter than most mined diamonds you’ll find mounted in your typical ‘mid market’ engagement ring. Even the naked eye cannot tell the difference between a Secrets signature diamond simulant and a mined diamond.

Virtually indistinguishable to the naked eye from the rarest white diamonds, with the finest grades of colour and clarity, they are cut to the same exacting proportions demanded by the diamond industry.  This ensures maximum fire, brilliance and scintillation.  Our Customers frequently remark that tour signature diamond simulants have more sparkle than the average mined diamond.  This is because they do sparkle – a lot!  Their Dispersion is very high at 0.058 – 0.066 exceeding a diamonds 0.044 rating.


Secrets Signature Diamond Simulants are guaranteed to retain their beauty,and brilliance forever and this lifetime guarantee is our promise to you. Your stone will be replaced should it discolour or lose its brilliance under normal wear. Should the ring be over 12 months old a nominal jewellers charge will apply.


Secrets signaturediamond simulants and mined diamonds are all graded on the 4C’s: colour, clarity, carat and cut.Our stones are grown in strictly controlled laboratory conditions from the cubic crystalline form of zirconium dioxide rather than from carbon, which forms the basis of a diamond. It is not a synthetic diamond.


Colour is graded alphabetically from D to Z, with D being the absolute finest colourless stone rating in the world. The presence of trace elements, such as nitrogen, within the atomic framework of the carbon crystal may influence the colour of a stone. Discerning the difference between each grade of colour is extremely difficult even to an expert. Secrets Diamond Simulants are equivalent to D or E colour when compared on the diamond colour scale due to the superior quality of the material used.


Clarity is determined by the levels of imperfection in a stone. Almost all diamonds have very tiny internal marks (inclusions) and external irregularities (blemishes). Many inclusions are not discernible to the naked eye and can only be seen under magnification. A diamond can be described as "flawless" only if it has no visible imperfections when viewed under 10X magnification by a skilled diamond grader. Secrets Diamond simulants grade internally flawless to VVS2.


The weight of a diamond is expressed in carats. The word carat originates from the seeds of the carob tree, which are well known for their uniformity and consistent weight. Historically diamonds and gemstones were weighed against these seeds. Nowadays it is a bit more scientific. One carat is defined as one-fifth of a gram or 200 milligrams and because the carat is a measure of weight rather than size, two stones that have identical carat weights may actually appear very different depending on their exact geometry, proportions, and shape. In general, compact shapes such as round diamonds appear to be the smallest based on a comparison of carat weight and visual size, whereas longer gems such as emerald cuts or marquise shapes maximize the stone’s table with the illusion of greater size for the same carat weight.

The specific gravity and weight of a Secrets simulated diamond is heavier than a diamond so we measure our stones in millimetres and cross reference that to a diamond carat size eg: 6.5mm diameter simulated diamond is the same size as a 1 carat diamond. Therefore, our carat equivalent weights referenced on our jewellery is an estimated equivalent diamond weight based on measurement. We offer stones up to 10 carats or more in equivalent diamond weight.


Whatever the size and shape of the raw material, a well-proportioned and well cut diamond optimizes refracted light which creates brilliance and fire. Diamonds are cut with facets, or separate flat surfaces, which follow a mathematical formula and are placed at precise angles in relation to each other. This relationship is designed to maximize the amount of light refracted through the diamond and thereby increase its sparkle and beauty. Secrets Diamond Simulants are cut using exactly the same methods as the diamond industry.

Secrets round brilliant cut stones all possess 58 facets and stones over 0.75 points are generally cut displaying a hearts and arrows pattern when viewed from above and below hearts and arrows are seen as a series of eight gray arrowheads with intersecting hearts - these are highlighted on the diagram below.


Secrets jewellery is designed and crafted by a team containing some of the world's most talented master jewellers, setters and polishers that have a long track record of producing jewellery of the highest quality to exacting standards. Our signature designs are created from 14ct or 10ct Gold or sterling silver. We can custom make many pieces from our current range should you find it unavailable and this will take approximately 6-8 weeks or 8-10 weeks for rose gold. Our custom service includes gold colour and stone options. Just ask in store or online for further details.


Secrets designs come in an array of stone shapes and the information below shows you the history and inspiration for those shapes.


The Asscher cut is a unique design created specifically for the Dutch Royal Family in 1902. It has an almost octagonal shape and was a departure from the popular brilliant cut of the 1800s and it became the forerunner of the standard Emerald cut. Its beauty however is breathtaking due in part to the angled corner facets which gives it a look of an inverted pyramid. It is also commonly attributed as having an Art Deco look which confers real class on the style.



The cushion shape is an antique design that evokes the glamour of the 1920s. Charming and opulent, its rounded shape is similar to a round, but more distinctive. The shape was often referred to as the Pillow Cut due to its slightly rounded sides. Cushion cut stones are romantic, elegant and luxurious.



The Emerald cut includes what are called “step” cuts. These comprise larger facets, which act like mirrors. There are fewer facets than most other cuts and because of the size and shape of these, the emerald cut shows less sparkle than the brilliant cuts. The emerald cut however, has a classic beauty and elegance quite distinct from the fire and brilliance of others.



The Heart shape is also a brilliant cut and sparkles accordingly. It is essentially a pear shape with a cleft at the top containing 59 facets. Its enduring appeal is in its elegance and as the eternal symbol of love. The heart shaped stone is particularly popular for romantic occasions such as Valentine’s Day or anniversaries.



The Marquise cut is another adaptation of the 58 faceted round brilliant cut. This shape complements long slender fingers particularly well. The crown is modified in the marquise to form what is called a “French Tip”, where the bezel facet at the point of the stone is eliminated. Marquise cut stones have an elongated shape with pointed ends supposedly inspired by the smile of the Marquise de Pompadour and commissioned by the Sun King, France’s Louis XIV.



The Oval shape is also brilliant cut, borrowing the same faceting techniques from the round brilliant although additional facets are added to assist in the elimination of the “bow-tie effect” in the mid-section of the stone. The oval cut is sophisticated and ideal for someone who values elegance but is after something unique. Oval cut stones are equally flattering for shorter fingers, as they create the illusion of length.



The Pear shape is also brilliant cut, except the proportions are elongated along the tip. One of the keys to cutting a beautiful pear shape is the reduction of the bow-tie effect that appears in the lower mid-section of the stone. Additional facets are also added to the tip of the stone (called “French Tipping”) to counter light leakage in the area. The pear or ‘teardrop’ can be worn facing either way creating different looks. This is a truly show-stopping cut for those who want to stand out.



The Princess cut combines the high degree of light return of a round brilliant cut with a distinctive square shape. The princess cut is relatively new being created in the 1960’s. It often finds its way into solitaire engagement rings or earrings and is a design well suited for long fingers. All Secrets princess cut simulated diamonds are double faceted to increase the sparkle.



The Radiant cut has 70 facets and is a variation of the brilliant cut. The crown (top)section has a combination brilliant-step cut arrangement and the pavilion section has more of a brilliant styling with a slight step-styling in the upper sections just below the girdle. This is a supremely elegant style and the rectangular proportions lend themselves to many different styles of design.


Round Brilliant

The most popular stone shape is the round brilliant, which came into existence roughly 60 years ago. It’s an adaptation of the brilliant cut, created in the early 18th Century, and remains the most popular cut to this day. It suits absolutely every woman with its sophisticated brilliance and fire. 



The Trilliant cut is, as the name suggests, cut in the shape of a triangle. It possesses sides equal in length and usually contains 50 facets and is particularly popular as side stones in beautiful dress ring designs.


Our Coloured Stones

Secrets also create an array of sparkling coloured stones that are then cut to the same exact proportions and high standards as our white stones.

Alexandrite - Birthstone of June

A beautiful bluish-green in daylight, changing to purplish-red in incandescent light. The stunning color change phenomenon is referred to as the "alexandrite effect".


Amethyst - Birthstone of February

Deep violet in color, amethyst represents imagination and spirituality. This royal, elegant stone color is a stunning addition to any jewellery collection.


Aquamarine - Birthstone of March

The aquamarine colour evokes the purity, exhilaration and relaxation of the sea. It is calming, soothing, and cleansing, and inspires truth, trust and letting go.



A powerful and strong stone colour brimming with mystery. Black is the colour of the hidden, the secretive and the unknown, creating an air of intense allure.


Blue Topaz

Blue topaz is a symbol of love and affection, and has been said to aid ones’ sweetness and disposition. It’s soothing and calming and can help to distance you from your stress and problems.


Blue Tourmaline

Blue tourmaline evokes the tranquillity of deep blue water and invites the surrender of all thought to the solitude of a liquid silence. It frees the mind to explore a higher consciousness and spiritual connection.



Champagne is a refined, elegant and sophisticated colour with a slightly vintage feel. This exquisite and unique colour motivates ingenuity and initiative.


Citrine - Birthstone of November

The premier stone of happiness. Citrine is a medium shade of golden yellow, referenced from citrus fruit. Optimistic and cheery, Citrine looks lovely with colours such as navy, red or orange.



This beautiful warm golden-orange tone resembles the rich brown colour of French brandy. A gorgeous uplifting autumn tone which exudes warmth and happiness.


Emerald - Birthstone of May

A strong and rich shade of green. Emerald is the colour of elegance and beauty, it is lively, radiant and lush. Green is the colour of prosperity and abundance.


Green Tourmaline

Green tourmaline is a healing colour channelling its electrical energies into the center of one’s being and creating a flow of wholesome energy to all parts of the body and self.



A light and dainty shade of purple. Lavender is soft and ladylike, often appearing in spring and summer. It compliments patterns such as paisley and gingham.


Nano Blue

Nano blue is a such a deep blue hue that it can at times resemble black. It is the colour of conservatism and responsibility. Nano blue represents knowledge, power and integrity.


Pearl - Birthstone of June

Pearl is the oldest known gem, and for many centuries it was considered the most valuable. The pearl has become a symbol of purity and innocence and if often featured in bridal jewellery.


Peridot - Birthstone of August

A vibrant, sparkling lime green coloured stone. The colour green is associated with balance, harmony and growth, as well as the renewal of life and nature.



The lighter shades of pink speak to romance, playfulness, and a sense of sweetness. It is associated with new love and goes beautifully with champagne, peridot and smoky quartz.


Pink Tourmaline - Birthstone of October

A warm deep pink colour that is fun loving and can be very romantic. Pink tourmaline is bursting with energy, the perfect hue to incorporate into any season.


Ruby - Birthstone of July

A deep pinkish-red colour filled with love and passion. Ruby is intense, dramatic and packed with personality. This romantic hue can be worn in many ways to create entirely different looks.


Sapphire - Birthstone of September

A deep, royal blue colour associated with trust, honesty and loyalty. Sapphire blue carries a connotation of wealth, elegance, beauty and royalty.


Smokey Quartz

A charming brownish-grey variation of quartz. Modern, understated, retro and sleek. Pair it with colours like citrine, ruby or pink for the perfect palette.


Tanzanite - Birthstone of December

Beneficial for overcoming communication difficulties and providing a solution to problems when there seems to be none.


White (Colourless)

The most popular stone colour sparkles brilliantly picking up all colours of the spectrum. White is reflective, awakening openess, growth and creativity. The white stone also represents purity and perfection.