Designer Q&A – Samantha Wills

This week we talk to Samantha Wills about her gorgeous self titled accessories label, Samantha Wills. Begun at 21 in the humble beginnings of Bondi Markets, Samantha Wills now boasts celebrity fans such as Nicole Ritchie, Nicky Hilton and Delta Goodrem.

With the release of her latest range, DOPO IL TRAMONTO, this summer’s collection is all about the luxe holiday life, and Samantha fills us in on how it all came about.

Designer Q&A – Samantha Wills

Tell us a bit about your background, how did you come to be an accessories designer?
I started designing jewellery in high school for friends. When I moved to Sydney, I was just selling pieces as a hobby on the weekend at Bondi markets. I launched at fashion week in 2004 hoping to just make one order to make the cost of the stand back & wrote $17,000 of orders and have not looked back since! I am very lucky in being able to have my hobby as my career.

What inspires your designs?
My inspiration is drawn from many sources. Traveling the world definitely provides a lot of inspiration. I am fascinated by different cultures & the different people you meet on your travels.

In your opinion, best current fashion trend? Worst current fashion trend?
It has been around for a while, but I am a big fan of the layered bracelets. I stack mine over my watch.
I love it because it matches bohemian with glamour & you can stack bracelets with charms you have collected from all over the world so they tell a story.  Worst trend at the moment is low crotched pants! I know they are an international trend, but there is nothing flattering about them!

Describe your style in a sentence…
Bohemian Glamour mixed with a twist of rock chic!

What effect does public pressure and media expectation have on the work you do?
It could have a huge effect if you let it. I try to focus on my own back yard, rather then what the media are saying about you or your designs. Being in the public eye does open the door to everyone having an opinion on you, but in my line of work, its better if people talking about you then not!

How would you describe your latest collection?
Our latest offering is titled DOPO IL TRAMONTO, Italian for After the Sunset. It is a mixture of bright aqua & lemon stones, metallic & antique gold’s & embellished bangles & cuffs. I am really proud of this collection, it is our biggest collection to date & we really designed to both ends of the scale with an offering of over the top elaborate pieces & also more commercial every day jewels. The collection was designed with the jet set lifestyle of holidaying on the Almalfi coast, wearing bejewelled caftans, bare foot & exquisite jewels.

What has been the biggest lesson you have learnt being in the fashion industry?
To not get caught up in the whirlwind that is the fashion industry! To keep a healthy balance between knowing the industry but also maintaining a ‘normal’ life balance.

What is a normal day for you as a designer?
I work as the Creative Director across the entire brand, so directing everything from collection concepts, product design and to how the brand is perceived in the marketplace, including packaging, website, point of sale & catalogues. There is no such thing as a normal day in my job! Depending on deadlines, it could be full days in the studio designing; it could be weeks in LA meeting with media & buyers over there or in Australia, fulfilling media commitments. Needless to say, I don’t have much time to get into trouble!

How long does it take to put together a collection?
It takes about 4 months from initial concepts to designs, then first round sampling, changes, then second round sampling. So it’s a bit of a process, but very rewarding to see the finished look books come back & see it all together.

What are you key tips for this winters accessories?
Statement pieces this season are great to have a feature on winter blacks & greys.

What’s next for Samantha Wills?
This year will see a real focus on the USA market & establishing the brand there as it is here. It’s a really exciting time for the company & for myself personally. Life is good!

Want more?

Head to the Samantha Wills website to shop in the Samantha Wills e-boutique or head to the Never Shopped Out Lookbook section to to check out the complete DOPO IL TRAMONTO Lookbook