An Interview With Samantha Wills - Fashion Designer

By Karli Smith

Tweet

One of our keen eyed writers recently caught up with with jewellery designer Samantha Wills and gained an insight into her world and how her passion for design and creative direction has gotten her to where she is today. With her savvy style, industry credibility and designs, much sought after by Hollywood's A-List, she has become one of Australia's most talented and successful exports to date.

Karli: Tell me a bit about your background and where you grew up in Australia.

Samantha: I grew up in Port Macquarie on the mid-north coast of NSW. I went to Port Macquarie High school and didn't attend university. I moved to Sydney and at 21 started the Samantha Wills label - I was completely self-taught. This was a very ambitious and possibly na&Iulm;ve move as I had no idea of the challenges ahead!

K: You turned down a career in modelling to start your own accessories business, what made you decide to take this step?

S: While modelling gave me a great insight into the world of design and fashion, I ultimately wanted to have creative control and be the one behind rather than in front of the camera.

Modelling has a very short shelf life and I never had the passion for it. I think I was destined to have my own business because I have a strong stubborn streak of doing things a certain way!

K: Had you always held a keen interest for jewellery design?

S: I became interested in jewellery design as a young girl and made designs for my mum's local clothing store. I credit the absolute basics of jewellery making to classes my mum enrolled me in as a primary school student and I attended holiday beading classes at the local craft shop. Later I started making jewellery for a friend in school and when girls in other grades heard about it I started charging them!

I was always drawn to the creative, to telling a story through an expressive form and jewellery just happened to be the medium. As a brand you're a story teller - that is one of my most favourite things about the business - the branding and communications. I could talk about this topic for days! I am so passionate about it!

K: Tell me about the Samantha Wills brand and ideals.

S: The Samantha Wills brand is all about the Samantha Wills customer. Our central focus is around creating pieces that have a wearable luxury. The great thing about jewellery is that the overall look comes from how the wearer styles it. I believe the Samantha Wills woman is extremely intelligent, modern and savvy. We treat them like a fashion stylist - suggesting ways to wear the product. It's not uncommon to receive images of the same ring, worn by three totally different women - it is this versatility that's been a real success factor in the brand's journey. The Samantha Wills customer wants to be part of the conversation; not spoken "to". This is evident by our deep engagement online allowing us to listen, converse and respond to our consumer.

K: What inspires you in life?

S: Inspiration is everywhere. I'm inspired by learning, by experiencing, by conversations. I'm inspired by my travels; whether it is the afternoon sunset against the New York skyline, the Mexican dusk with its soft peachy blush shades or rich Moroccan architecture - I'm captured by life's beauties in general! I also take inspiration from business people that are successful in both their field but also in the people game: the way they develop, sustain and enrich their relationship to achieve business success and creativity.

K: How does it feel to have gained such a "star status" in your own right as a designer?

S: Of course peer recognition is very satisfying. While the brand is my name, I, by default, automatically collect all the praise, but the truth is the brand has eclipsed me. It is because of an AMAZING amount of people that what we do happens and continues to expand; without them, the Samantha Wills brand would be none existent. The biggest buzz comes from when a client contacts us and says that she receives so many compliments and the empowerment she feels when she wears her Samantha Wills piece. This eclipses any other kind of star status.

K: How do you feel when you see celebrities wearing your jewellery?

S: It's a compliment! It's great for the brand's exposure and is a kind of external justification that you are doing is the right thing. Especially when it's a celebrity like Drew Barrymore or Olivia Palermo, whose style I admire.

K: What has been your biggest challenge and success?

S: Taking the Samantha Wills from a label to a brand. There is no way I could have anticipated the difficulties of starting out on your own at such a young age. However, if it wasn't for my diligence and naivety I would never have taken the leap and be where we are today. The transition from a label to a brand has been a long but rewarding process. Our international expansion and our celebrity following are a tribute to this success.

K: What are some of your favourite pieces from your collections?

S: My ultimate favourite is my Safari Nights ring from our Portraits of Dusk collection- I live in that ring! From our upcoming Sunset Noir collection I adore the Buddahkan Cuff in burnished gold, the Fire to the Rain necklace and Hutton ring. These three are great statement pieces that take me from day to night and make a perfect transition from office to weekend. Although it is hard for me to choose (it's like asking someone to choose their favourite child!) I do find myself wearing the same pieces a lot.

K: What does a day in the life of Samantha Wills involve?

S: A day in the life of Samantha Wills is definitely busy but never boring! If I am in NYC, I try to get out and about in the morning, travelling everywhere from Soho to lower Manhattan and back. I try to walk a different street every day; you just never know what you will come across! I usually block out weeks at a time to design as I find it easier to immerse myself in design. Afternoons are spent on marketing and communications concepts for upcoming projects, and then on to Skype and email with my Australian team. Amongst that could be PR interviews, meetings, sourcing, styling, it really is a mixed bag! Eating and laughing late at night with friends is the perfect end to a crazy day.

K: How do you spend your down time?

S: I love to read and to learn new things. I find that reading is the only thing that stops my brain from thinking about work! I love to catch up with friends and spend quality time with them. While most of my travel is for work, I do love to just escape with no work agenda - this is rare but very divine!

K: What is your most cherished wardrobe staple?

S: I can't go past a fresh, crisp white tee and a great pair of dark jeans. With this outfit I can accessorise in almost any way. I always feel confident and ready to walk out the door in style. I use my accessories to transition my wardrobe from day to night.

When I do dress up you can always spot me in a bronze or champagne colour sequin! I think I was born under a disco ball, as I just love understated sparkle! And definitely a cocktail ring, day or night.

K: What is your favourite season and why?

S: Without a doubt the Australian summer closely followed by the New York winter! Two very extreme seasons, but in summer I live in a bikini, denim shorts & thongs. While the NYC winters are harsh, with fresh snow, and fairy lights are magical and enchanting.

K: What are your hopes for the future and for the Samantha Wills brand?

S: My main focus right now is on our current expansion to the USA and other international markets. This is driven by our growing demand off shore for the Samantha Wills brand. I am also really excited about our upcoming launch of our Bridal range this November, which will see the brand extend into a romantic and elegant new category. We're also looking at creating Samantha Wills pop-up stores and eventually flagship stores. We can't wait to bring our unique brand environment to our customers worldwide!

K: Lastly, what advice can you give to budding designers?

S: I know its cliché but never give up. Drive, perseverance and hard work are the only way to success and are the foundation for everything I have achieved in my life and work. If you have a passion for what you are designing you can go any where.

Buddahkan Cuff © Samantha Wills	Hutton Ring © Samantha Wills