Meet Jewellery Designer Samantha Wills

We chat to celebrity designer Samantha Wills about her successful jewellery label, tops tips for accessorizing and what's hot this spring and summer.

After being raised in the NSW coastal town of Port Macquarie, Samantha Wills moved to Sydney and established her own accessories company when she was only 21-years-old.

Just 6 years on, her unique and stylish designs are worn by some of the biggest celebrities the world over – including Kate Bosworth, Rhianna, Kate Hudson, Eva Mendes and Jennifer Lopez. Wow!

How did you first get involved in jewellery design?

My passion for design started way back in primary school after my mum booked me into a holiday beading class at the local craft shop. From then on I was hooked! I started making jewellery for my friends at school and then about ten years later I took my designs to Bondi Beach markets.

What is the concept and inspiration behind your label?

I was inspired to start my own label because I didn’t want to conform to traditional ideas of what design should be. I believe design has no boundaries, I love playing with combinations of glamourous and earthy pieces and coming up with something unexpectedly beautiful.

My jewellery is largely based on experiences and interactions I’ve gained from my travels around the world – I only spend 2 months out the year in Australia! I design with no particular woman in mind. The SW customer is not restricted by age or location. I make pieces that are versatile enough for any woman to wear and incorporate into their own unique style.

Check out some of her gorgeous jewellery in the gallery below!

What are your top tips for our viewers when it comes to accessorizing?

Bold pieces like cocktail rings, statement cuffs or necklaces compliment all looks and transcend seamlessly from day to night. Not to mention it’s is so easy just to throw on when you’re heading out the door!

How would you accessorize the following looks:

Sexy: Little Black Dress

• I love teaming my LBD with chandelier earrings, a cuff and a cocktail ring. Depending on the cut/style of dress, a statement necklace can also liven up the classic nature of the LBD.

Casual: Jeans and a white tee

• A bold, stand out necklace can work wonders for such a simple outfit.

Corporate: Suit

• Petite, thin rings, a pendant necklace and a classic silver watch. Very subtle but still compliments the outfit. A little goes a long way!

Boho: Print Maxi-Dress

• It’s all about staking around the wrist. Lots of bracelets, bangles, cuff and watches. Also layering long necklaces and chains.

How does it feel to see the world’s biggest celebrities wearing your accessories?

So humbling! It’s so surreal to see them wearing SW on the red carpet or on the streets. As as a designer it’s the ultimate compliment.

Who is your favourite celebrity style icon?

I have so many celeb style crushes at the moment! To pick one, I love Blake Lively’s effortless glamour. Whether it is a sparkling gown or her every day street combinations, she always looks confident and super chic. .

Are there any particular looks you’re really excited about for Spring/Summer 2011?

Neons and neutrals. I love a good neutral palette with hits of neon to brighten things up! We’re already starting to see that with the colour blocking trend. Pink blazers, red pants and green skirts. And I’m noticing lots of women sporting neon nail polish!
Don’t be afraid to have fun and mix things up with statement prints. It will be refreshing to see such bold contrasts after the duller tones of A/W.

What’s the best advice you’ve ever been given?

I know it’s cliché but never give up. Perseverance and hard work has been the foundation for everything I do in my life and my work. If you enjoy what you do then you can work hard and achieve anything you set your mind to. At times it can be tough, but I never lose sight of where I started from and how far I’ve come since then. I try to make sure I stay true to my values and not become complacent with the things I have achieved. I’m always pushing myself to be the best that I can be.

What’s next for Samantha Wills?

The focus at the moment is the expansion of our brand in the US and other offshore markets; driven by the growing international demand for the SAMANTHA WILLS brand. We’re also looking into SW pop-up stores and eventually flagship stores around Australia. We can’t wait to bring our brand environment to our customers worldwide!

The next few seasons will also see an expansion into other categories of accessories. SW Bridal is in the final stages of design for release in early 2012, which will be a modern take on classic bridal. We’re very excited!

Thanks Samantha for the chat! Find out more at

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1 comment
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Posted by Abbie53Report
Unique and refreshing collection. Perfect blend of elegant and bold designs. I like the floral ring design with pink pearl and diamonds the most.