Australian jewellery retailer Secrets Shhh has entered voluntary administration, with FTI Consulting appointed as administrators to explore restructuring and potential sale options amid financial struggles.

Mike Parsell, former Shhh Secrets CEO

On its website, it says: "Our Signature Simulants do not share the same chemical properties as mined or synthetic diamonds, rather they are responsibly grown using the latest technology, under extreme heat from the mineral base zirconium oxide, to form the highest grade AAAAA cubic zirconia."