Samantha Wills: The Aussie Designer Who Built a Global Brand from Grit, Glamour, and Gut Instinct
Born with a creative spark and a sharp business instinct, Samantha founded her namesake jewellery label at just 21. What started as a humble booth at Bondi Beach markets quickly turned into a cult-favorite brand worn by A-listers and featured on Sex and the City. That moment shot her straight into the international spotlight and the rest is the stuff entrepreneurial legends are made of.
From Sydney’s Shores to Global Stardom
Samantha’s designs aren’t just accessories. They’re statements. And her journey from hand-making jewellery at her kitchen table to being dubbed a "Breakout Star" by The New York Times is nothing short of a masterclass in building a brand with guts, glam, and serious hustle.
Her work earned her high-profile partnerships with Mount Franklin, Nespresso, and a Creative Director role at Yellowglen. Then came Optus, who signed her for their Believe Big campaign alongside none other than Mark Wahlberg showing that Samantha wasn’t just a jewellery designer. She was a creative powerhouse.
Empowering Women in Business
Not one to keep success to herself, Samantha launched the Samantha Wills Foundation a platform built to empower women in business and help the next generation of entrepreneurs forge their own paths. And she means business. Whether you’re 20 or 60, if you’re early in your journey and driven to create, Samantha’s foundation has a place for you.
She's also a keynote speaker on the international stage, inspiring women to chase bigger dreams, take bolder risks, and back themselves unapologetically.
Real Talk: Her Playbook for Success
Samantha’s straight-up when it comes to what it takes:
Work backwards from your vision. Know where you want to land before you take the first step.
Take risks. If you’re not failing, you’re playing it way too safe.
Show up. Especially on the days when it’d be easier not to.
Trust your gut. Always.
Integrity over everything. That’s the real currency in business and life.
Samantha Wills: Still Just Getting Started
Today, she splits her time between Sydney and New York, staying true to her roots while continuing to evolve. Whether it’s launching creative projects, mentoring others, or speaking on some of the biggest global stages Samantha is proof that with vision, resilience, and a hell of a lot of passion, you can go from market stalls to the world stage.
She’s not just one of Australia’s most iconic creative entrepreneurs. She’s a movement.
Image Credit: https://www.jewellermagazine.com/Article/8023/Samantha-Wills-closes-jewellery-business
