If you’re a jewellery fan, look away. Aussie jewellery designer Samantha Wills has decided to close shop after operating her business for 15 years.
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]
After launching the brand in 2004 at 22 years old, Wills has confirmed her last month of trading to be January 2019.
Samantha told Mamamia “I have chosen to close a successful business because I want to begin a new chapter in my life and career.”
“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.”
When asked what the reason was behind the news, she simply wants to move onto different things.
“I need a new challenge. As a creative person if you are not creating something, you are destroying something. I want to re-invigorate what I needed creatively and personally and I believe you can only do that by stepping away from the business. At the heart of it I am a marketer, brand expert and storyteller and am looking forward to the next challenge or opportunity.”
However, the idea of selling her brand was not on the cards. She said that she would not be able to hand over her name.
After being asked what’s next, she said her main focus will be on the Samantha Wills Foundation and education.