At only 21 years of age, Samantha Wills founded her own, self-titled jewellery and accessories company. An instant hit with media & customers alike, Samantha 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 Samantha onto the international stage, and she was shortly after declared a ‘Break Out Star’ By the New York Times.

Samantha’s 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 and Nespresso, engaging Samantha to not only front their campaigns as a spokesperson, but also work on the project creatively. In 2015 Samantha was appointed as Creative Director & spokesperson for iconic Australian sparkling wine brand Yellowglen, and in 2016, Telco giant; Optus, signed Samantha as the face of their national ‘Believe Big’ campaign, alongside Mark Wahlberg.
2018 is already off to a great start for Samantha, where she has been announced as ambassador of Holden – staring alongside Michelle Bridges in their ‘Women Who’ campaign.

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 was nominated for the 2016 Australian of The Year Awards.

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, Samantha 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 has seen 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)

You can shop Samantha’s iconic jewellery designs at