ABOUT SECRET ROOM
Secret Room is a little slice of designer heaven, found in the heart of Bryanston in Johannesburg, South Africa.
In fact, some Clients have even referred to it as Bryanston’s best kept secret, and the reason for this is that The Secret Room offers a unique and limited range of international designer clothing, handbags and accessories. Secret Room guarantees Premium brands of exceptional quality. They are sourced from the fashion capitals of the world, specially selected with the focus on exquisite fabrics and detailing to excite the senses, ensuring each piece is unique and a little unexpected.
In the past 2 years, using the knowledge gained from our customers and their needs, Secret Room has established its own Luxury in-house ready to wear brand “Obsession”. The brand reflects all things luxury using only the best leather, silk, linen, cotton and cashmere.
WHO INSPIRES SECRET ROOM?
Emma van Dooren founded Secret Room in 2011, working with a small select range and visiting Clients at their homes.
Our brick and mortar store started as a 15 sqm space within a beauty salon hence the name Secret Room. When the beauty salon was sold, we spread our wings with confidence and opened our own standalone store. Emma has built Secret Room around her experience in textile design, retail buying, and interior décor. Her flair and passion for textiles, prints, colour and all things beautiful has created this unique shopping experience that embodies pure elegance and luxury.
HOW WE IDENTIFY BRANDS FOR OUR STORE
Emma looks for brands that stand out from the rest and carry a certain uniqueness that can only be associated with that specific brand.
That uniqueness could be that garments are simple and elegant, using luxurious fabrics with a spectacular cut and fit that define the brand, or it could be beautifully patterned fabrics in vibrant colours or quirky bold designs with exquisite finishes and trims. As long as the brand remains true to the principles of luxury. Emma looks for exclusivity, quality and luxury when selecting brands to partner with.