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FOUNDER; Samantha Wills

FOUNDER; Samantha Wills

Samantha Wills is tipped to be our biggest export since Vegemite
— Inex Mendoza

Breakout Star
— The New York Times

Samantha Wills has the height, figure and face of a model and the branding nous of, say, Apple.


Founder & Creative Director; SAMANTHA WILLS Pty Ltd


At only 21 years of age, Samantha Wills founded her own, self titled accessories (jewellery) company. An instant hit with media & customers alike, Wills quickly gained a high profile in the media spotlight as one of Australia’s most dynamic designers.

Having her jewellery featured in Sex and The City thrust Wills onto the International Stage, and she was shortly after declared a ‘Break Out Star’ By the New York Times.

Wills’ online voice is very natural & down to earth, whilst her imagery and lifestyle are jet set and glamorous. The unique mix of aspiration and approachable, down to earth voice have become bankable property with brands such as Mount Franklin, Nespresso, engaging Samantha to not only front their campaigns as a spokesperson, but also work on the project creatively. In 2015 Wills was appointed as Creative Director & spokesperson for iconic Australian sparkling wine brand Yellowglen, and most recently, Telco giant; Optus, signed Samantha as the face of their national ‘Believe Big’ campaign, along side Mark Wahlberg.

With a cult following, as much for her designs as well as her transparency in sharing her story from small town Port Macquarie to New York City, Wills is outspoken on the statement that there is ‘no need for what we do, that it’s a luxury to be able to work in this industry (fashion) that is a ‘for want’ industry’. A regular Keynote speaker at conferences globally that focus on women in business, Wills also often shares her inspiring story with young women, with the message; ‘Young girls with big dreams, become women with vision.’ Encouraging young women, that no matter what your background, to chase your dreams with aggression, persistence & hard work. It is with this message, that see’s the launch of her newest project; The SAMANTHA WILLS FOUNDATION: Empowering Women In Business. An online forum designed to inspire & connect young entrepreneurs (Young in the journey, not defining of age)

Tipped to be ‘Australia biggest export since Vegemite’ by fashion writer Inez Mendoza, Samantha is one of Australia’s most successful, and inspiring names, and most recently was nominated for the 2016 Australian of The Year Awards.

“Living between her two homes in New York City & Sydney, Samantha’s signature style & inspiring story has got a cult following world wide.”