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About South Sea Pearls
For over 30 years, Allure South Sea Pearls has been creating exquisite pearl and diamond jewellery with nature’s most magnificent treasures. Our team of master jewellers ensure every piece of Allure jewellery is crafted to the highest standard, working with 18-carat gold, exceptional quality diamonds and prized South Sea pearls.
Founded by marine biologist and pearl farmer, William ‘Bill’ Reed AM and second-generation jeweller, Lindsay Youd, Allure South Sea Pearls has showrooms in Broome and Subiaco, Western Australia. Our jewellery is also stocked by over 20 retailers across Australia, Fiji, Vanuatu and Papa New Guinea, and onboard the luxury cruise vessel, True North.
Lindsay Youd – Founder and Managing Director
Lindsay Youd is a second-generation jeweller, first captivated by the romance and lustre of South Sea pearls as an apprentice in his father’s workshop. He has devoted his career to his passion for South Sea pearls and designing luxury jewellery that will be passed down through generations.
William ‘Bill’ Reed AM – Founder
Bill Reed has over fifty years’ experience as a marine biologist and pearl farmer. One of the most influential names in the Australian and Tahitian pearling industries, Bill is a widely published pearl farming authority and a passionate advocate of his craft. His contributions to the pearling industry have been recognised by the Australian and Tahitian governments, and Bill was awarded the Order of Australia in 2012.
Our Story
After studying zoology and fisheries biology at university, Bill Reed began his career in pearl farming in the tropical shores of Tahiti. In 1975, after 20 years of exploring international waters, Bill returned to Australia and settled in Broome where he soon-after acquired a pearl farm situated in the pristine and unpolluted waters off the Kimberley coast.
The conditions were ideal for the precious Pinctada maxima oyster to thrive and produce an abundance of large, lustrous pearls. In a twist of fate and a ‘very profitable accident’, Bill suffered a broken leg and was unable to travel to his pearl farm, therefore he set-up Broome’s very first pearl shop in the heart of Broome’s Chinatown.
Our story continued
Offering genuine Australian South Sea pearls to locals and tourists, the new business venture was an immediate success. By the late 1980’s the pearl store had flourished and Bill invited young Perth jeweller Lindsay Youd to join him in Broome to manage the growing business. In 1995, Bill and Lindsay went on to recruit talented goldsmiths to establish an in-house workshop in their newly renovated showroom on Dampier Terrace.
Far from its humble beginnings, Allure South Sea Pearls is now home to Broome’s largest jewellery showroom in the heart of bustling Chinatown. Most of our exquisite jewellery pieces are still handcrafted by our team of master jewellers in the Dampier Terrace workshop.
In 2017, a second showroom was opened in Subiaco, Western Australia to offer our unique range of jewellery and customer care services to the Perth market. Allure South Sea Pearls has since become one of Perth’s most popular jewellery stores.
Allure Today
Today Allure South Sea Pearls is lead by Co-founder and Managing Director, Lindsay Youd along with the support and assistance of his son and third generation jeweller, Louis Youd.
The Youd family have over 40 years of experience in the jewellery industry and are passionate about continuing to create exquisite jewellery that can be worn and appreciated for generations.