Samantha Wills Announces Closure Of Jewellery Business After 15 Years

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:

You may have seen in the media that I have just announced we will be closing the SAMANTHA WILLS jewellery business, our last month of trade will be January 2O19. ⠀ This was definitely not an easy decision to make, but I know in my heart it is the right one. ⠀ I chose to close instead of sell, a decision made to honour the last 15 years of this brand and its values of authenticity, kindness and empathy. ⠀ Above is my official statement. ⠀ With much love and gratitude, Samantha x ⠀ cc: @SamanthaWillsOfficial ⠀ ⠀ Any media enquiries please direct to: ⠀ @22MGMT ✉ [email protected]

A post shared by S A M A N T H A W I L L S (@samanthawills) on Aug 9, 2018 at 7:56pm PDT

“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.”

Wearing my favourite @samanthawillsofficial “Nightfall Hoops” which are back in stock at samanthawills.com or if in the USA available at QVC.com -SWx (yes, Dad. I do own a hairbrush. And, no, I have not misplaced it).

A post shared by S A M A N T H A W I L L S (@samanthawills) on Jul 31, 2018 at 2:46pm PDT

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.