Samantha Wills Announces Closure Of Jewellery Business After 15 Years

It's the end of an era.

samantha wills
Image: Samantha Wills

Chances are that at one stage or another, you’ve owned a piece of jewellery by Samantha Wills.
Known for her statement, boho luxe pieces and those wooden boxes, the jewellery queen has carved quite a name for herself since starting her humble little business at the age of 22, selling her handmade jewels at Bondi Markets.
Since then, she has built an empire in New York where she has resided for many years (and shared snaps of her perfectly curated, pinterest-worthy home).
Taking to Instagram this afternoon where she released her official statement, Samantha expresses that it was, of course, a hard decision to make, but one that needed to be done:

“While this is the end of SAMANTHA WILLS Jewellery, it is not the end of the SAMANTHA WILLS brand,” the statement reads.
“What will it be in its next phase? I don’t know that yet, but I do know that the truest beginnings can only present themselves when you can be brave enough to close a door to move forward.”
In an exclusive interview, Samantha tells Mamamia: “In complete honesty, my heart hasn’t been in the jewellery business for the past two and a half years. Jewellery was the platform, and it has served us well for the past 15 years, but my heart had always been drawn to reaching young women with the story behind the brand. Jewellery provided the platform for me to tell that story.”

Also stating that it has never been an option to sell her namesake brand, Samantha says that she will remain committed to her work with the SAMANTHA WILLS Foundation.
January 2019 will be the final month of trade for SAMANTHA WILLS Jewellery.
Sad faces all around.

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