Samantha Wills, who shot to fame in the early 2000s for her brand of fine, costume jewellery, is closing her business after 15 years.
Shutting shop .. Samantha Wills is set to close her jewellery business after 15 years.
The glamorous designer, and regular on the Sydney social scene, announced the closure to her customers via social media on Friday.
"It is with a heavy but knowing heart that I write this letter," Wills, 36, wrote.
"In 2004, as a then 22-year-old, I started Samantha Wills Jewellery on my kitchen table by following my heart; showing equal parts courage and insanity. It is this same heart that is now telling me that it's time to let go."
Wills, orignally from northern NSW, had recently been splitting her time between the US and Sydney.
Her letter states the business is still profitable but "walking away is what I need to do to be creative again with integrity, passion and energy".
She said the business will wind down and cease trading in January 2019. Her stockists include David Jones and The Iconic.
"Our focus is to support the current Samantha Wills team during the next six months, assisting them into the next phase of their careers," she wrote.
Insiders have told Fairfax Media that there were no financial difficulties that they were aware of and "everything seemed fine".
In 2016, she told the Sydney Morning Herald the business was turning over $10 million annually and is stocked in 80 countries.
It is unclear what Wills will do next, although in recent years she has diversified her interests with ambassador roles with the likes of Holden, as well as establishing the Samantha Wills Foundation to help empower women in business.
On the foundation's website, Wills explains her motivation for the organisation was borne from her own experience taking her brand from Bondi Market to the world.
"Some parts of it have been [glamorous], but some parts have been life altering, gut wrenchingly, cry in the shower, anxiety riddled isolation, f—ing hard," she writes.
Fairfax Media has contacted Wills and her representatives for comment.
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