Locals: Samantha Wills, New York City


When it comes to Aussies making it abroad, success stories don’t come much sweeter than that of bohemian-luxe jewellery queen Samantha Wills. The Australian-born designer, who relocated to the Big Apple to help guide her brand direction in the coveted USA market, shares her life through an Instagram account that can only be described as Bohemian wanderlust on steroids. When it comes to the concrete jungle where dreams are made of (a theory proven by the charming Wills), Samantha’s Instagram account is your go-to city guide. To put it simply, Samantha’s account would have been stalked by Carrie Bradshaw if Instagram had been a thing in the 2000’s…

So while we can’t live Samantha’s life, we asked her to share her NYC hot spots so we can live the dream when we visit, even if for a day…



Name: Samantha Wills

Occupation: Creative Director and Designer

Current city: New York City

I have lived here for… 5 years

I moved here because… at the time the brand was rapidly gaining traction in the US market, I saw it as an opportunity to really invest in this market and get someone on the ground – naturally I volunteered!

Career highlight here… there have been so many but having our earrings featured on Miranda in the Sex and the City Movie was incredible. It put the brand on the global stage

What you might not expect… at 24 years old I had racked up over $80,000 worth of debt to start SAMANTHA WILLS!

Favourite thing to do: Go for a run along the Hudson River at sundown, it’s such a beautiful view

Must visit: The Whitney Museum, for a dose of culture and a drink on the rooftop bar

For an authentic meal: Malaparte for the best Italian Cuisine, the most delicious Calamari!

For fine dining: Buddakan – it’s definitely busy (tourists galore) but it’s such an incredible spot

For a hard earned beverage: The Other Room – always a treat, pre or post work!

Easiest way of getting around: New York is a walker’s city. Soak in the vibes while avoiding the traffic

The fashion here is: Always on trend, inspiration is never far!

For thrift shopping: AuH20 – definitely have to add to the list of your thrifting destinations

For local designers: Take a walk around Manhattan, you’re bound to find some amazing one-off pieces

For high end shopping: You must visit Upper East Side and Midtown for your Chloe and Saint Laurent fix

You need to stay: at Sixty Soho – rooftop bar, upscale rooms and in the heart of the most exciting neighbourhoods

Hidden gems: Bluestone Lane Café – They serve Australian breakfast, hallelujah! And the Secret Gardens of Rockefeller Center, absolutely stunning.

This city in 3 words: Vibrant, unpredictable, inspiring