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Top lessons from shutting down a $10M+ business with Samantha Wills

20 minutes

Amal Wakim - How To Develop A Business Strategy For 987% Growth
Peter Hull — From 30 to 11,000+ members in 7 years

Biggest business and life lessons from closing the Samantha Wills Jewellery brand

One of the most iconic things cult-followed jewellery Founder Samantha Wills did at the height of her business career was shut the whole thing down. With not only one of the most unconventional 'exits' in business but also a very non-traditional business path to success too, Samantha shared all of the lessons from her years in business with us, especially the tough-earned ones, at our recent Unconvention event.

Covering everything from one of the biggest mistakes she made in business, to overcoming her darkest moments in life, and to her exact process in coming to terms with shutting down a successful business, Samantha doesn't hold back in sharing the truths of her lessons as an entrepreneur. This is not one to miss, and if you haven't listened to our interview with her earlier this year on The Make It Happen Show covering some of her leading strategies to $10M+ revenue, have a listen to episode #53 first, then jump back into this one for the full story.

Topics covered in this episode:

  • 1:10 - Introducing Samantha Wills
  • 2:09 - How Samantha Wills started, built and shut down her business Samantha Wills Jewellery
  • 4:41 - The biggest business mistake Samantha has made
  • 8:58 - The value of authenticity in brand building and customer loyalty
  • 10:23 - How Samantha turned one of her darkest moments in life into finding her life calling
  • 14:37 - What led Samantha to the decision of closing down her $12 million business
  • 17:24 - The core lessons and values that molded Samantha as an 8-figure business owner
Samantha Wills, writer, speaker and creative director returns to The Make It Happen Show

"As brand founders, the world doesn't stop when we're in grief, trauma or experiencing heartbreak. If you've got your own business, you can't call in sick to the boss if you are the boss."

— Samantha Wills

In this episode, you will learn:

  • How entrepreneurs are more than their highlight reel
  • What could happen when you listen to your ego over intuition in business
  • The importance of sticking to your brand's story, values and identity
  • What to do when you're facing grief, trauma or heartbreak in business
  • How to face crossroads in business and in life
  • And more!




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.


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