Skip to content
Featured Marketing Entrepreneurship

Samantha Wills — From Bondi Markets to multi-million dollar brand

42 minutes

How to improve sales and increase business growth with Stev Lackovic
How to live a life of purpose & passion with Michelle Bridges

Why the young Aussie Founder with worldwide success shut her business down

What would you do if you started to lose the creativity and passion you had for your business? Would you close it down? And what if that business was a multi-million dollar cult-followed brand loved by the likes of Taylor Swift, Beyonce, and Eva Mendes?

Samantha Wills started her now-renowned brand Samantha Wills Jewellery when she was just 21. And through many hard-earned lessons ($80,000 credit card debt and nearly losing the company!), her brand started to rise and soon was turning over $10 million annually, stocked in 80 countries, and had a growing team. Named Break Out Star by The New York Times, from the outside, Samantha had attained massive success most could only dream of.

Then she shut the business down. In this episode of The Make It Happen Show, explore with us the biggest lessons from her memoir "Of Gold & Dust" where we see an incredibly different perspective of business. From how Samantha made it past her years of being an inexperienced sole trader, to the many times imposter syndrome showed up, to why and how she shut her highly profitable business down - there was nothing off-limits in this conversation. This is how you stay authentic and true to self no matter what stage of business you are in. Check it out now.


Questions asked in this episode:

  • 2:29 - You made the difficult decision to close your business down at the height of its success. How and why did you make that happen?
  • 5:58 - If what is originally a creative's hobby becomes a business and becomes commercial, do they need to make sure they have other things that lights themselves up outside of that?
  • 8:51 - Who was your first generalist on the team?
  • 11:33 - Who in your team came along the journey after that?
  • 12:41 - You talk about your business partner a lot in the book, how did that relationship come about? How you guys worked together?
  • 15:58 - Having the logistics and creative pairing is so important in businesses but it's hard to get right. What are some of the secrets to working well together and finding common ground?
  • 19:30 - For you, what are the areas that are definitely not your strengths or not your highest and best use?
  • 22:11 - You were exercising creativity not just in the products but in the brand itself and in the community and in your international expansion. How did your ability to invest more time and effort into those evolve?
  • 24:56 - The move over to the States, when did that start becoming an idea that you wanted to pursue, and what were the main milestones along that journey?
  • 28:48 - What would be other lessons you learned from the American market?
  • 31:37 - You had great success in the States and then you had a realisation that you wanted to close down the business?
  • 33:31 - How did you take your team through the decision and what was their response?
  • 35:33 - What are you focusing on now?
  • 37:17 - Make It Happen In A Minute

"As a creative, you design with the heart. But it got to the point where I was designing with my hands, and my heart didn't have a lot to do with it by that point."

— Samantha Wills

What you will learn in this episode:

  • A big problem for creative Founders and how you can overcome this
  • How to start valuing your time by investing in your first employee
  • An unconventional way to solve your cash flow problem
  • The type of employees and focus you need at different stages of business
  • Why you shouldn't sell 51% of your business even if you're in debt
  • What creative planning is and is it even possible?
  • How the United States market is like 5 different countries
  • How Samantha nearly bankrupted her company in one season
  • And more!


8 figure elevation CTA podcast


Interested to grow and scale your company to the next level as Samantha has, but with the help of a mentor, guide and industry experts at your disposal?

We at The Entourage are Australia's leading trainer and community for entrepreneurs and we've made the perfect short course just for a small business owner like you. If you're looking to scale beyond yourself to 7 or 8-figures and more in the next year, the 8-Figure Elevation short course is made for you. Check it out now.





Great insight for business owners and super practical takeaways!

Bruce Casanovic

Amazing guests, great insights into their journey and what has helped make their businesses successful. Great to hear how some of the guests have navigated challenge as well. Loads of good practice takeaways.

Perfect for the Monday commute


Great to listen to on the commute to work on Monday mornings. Great content, well delivered and plenty of insights from industry leaders in a variety of fields. Good to see the entourage getting out there with a podcast series

Top-shelf guests. Top-shelf conversations.


This is so awesome, so helpful, and so fresh. Right from the get-go, the team at The Entourage have brought out the big names in the Aussie entrepreneur and business space to have conversations that every business owner should listen to. I can't wait to see who they bring on next.

Amazing guests


Loved the episode with Tim Fung, Airtasker CEO! You guys are getting some awesome guests in! Thank you!

Entourage on point again!

Adz Rodger

Great content again from The Entourage! Particularly like the 1st episode and the points Tim Fung made about making sure you make time to map out the future and don't get stuck on day to day 'work', as well as the observation that you really need to be strategic about your people management and not just try to save money. Two awesome take homes I have already taken action on!

For entrepreneurs and non-trepeneurs alike


Well this was one of the best things I’ve heard in a while. I’m by no means the target demographic, having zero business or entrepreneurial experience at all. Luckily the advice given for business growth and success is remarkably applicable to personal growth and success. Loved the conversational style, by the end of the podcast I felt like I knew both Tims personally, which is a great mark of engagement. And I loved hearing about the humble beginnings of Airtasker from the founder himself. Give this a listen if you’re craving a bit of personal or professional inspiration.


Your Entourage journey starts here. Join Australia's largest community of over 500,000 business owners and entrepreneurs, and receive instant access to the newest podcast episodes, exclusive resources, and all updates delivered straight to your inbox.