With a name like Peurla, she was always destined for jewellery. Pearl is in the name, after all—something rare, timeless, and quietly precious. Her story was already written, long before she realised it. Peurla—a name as striking as the woman behind it. Of-course the brand would be named after her. It was always meant to be.

But some beginnings aren’t as seamless as they appear. Peurla’s started at seventeen-years-old, with a quiet rebellion, and an idea she couldn’t shake—one that went against the advice of her family, her circumstances, and just about every rule in the book.

“The inception of Peurla was against the wishes of my family and I had everything working against me,” she says. “Without my unwavering desire to pursue something more, frankly a bit of delusion and a whole lot of self-belief—Peurla wouldn’t exist.” She wasn’t exaggerating. No experience. No funding. And she was weeks away from her HSC exams. “I wasn't at all equipped with knowledge, skill or money and timing was against me… but I didn't let any of those factors come into play.”

She went all in. Within a year—while balancing full-time university and three casual jobs— what started as $2,000 months quickly became consistent six-figure turnover—month after month. She was eighteen.

But the seeds of Peurla were planted much earlier. “As a child, I loved jewellery and each year for my birthday I would ask to receive a specific piece,” she remembers. A cross necklace here. A ring stack there. Detention slips at her strict private school became a regular occurrence. “Those moments unintentionally paved the path to Peurla.” The day she made her first sale—even before the brand had officially launched—everything fell into place. “I became unequivocally assured of my decision to pursue Peurla.”

What once earned her warnings at school and quiet disapproval at home has become the foundation of a brand that’s transformed her world. Jewellery, for Peurla, was always personal. Now, it’s also purposeful. “Something that used to cause much trouble in my life has since truly given me the most amazing life and is the reason for every incredible opportunity I've had.”

She never set out to be a designer. But today, design is at the heart of everything she does. “My design process is still something fairly new to me as I only designed my first collection a little over a year ago,” she admits. You wouldn’t know it. Peurla’s pieces carry a distinct signature—quiet, considered, and always intentional. “Unassuming details are one of my favourite elements to focus on.”

At first glance, her pieces are bold—oversized, striking. But it’s the details that hold the power. “Whilst the majority of my pieces appear as statement pieces due to their size and colours—the statement really lies within the small details.” The Pearl Cross Earrings are a perfect example. “At first glance they definitely fall under the statement category but what really makes them leave a holistic impact is the details. The custom pearl textured enamel, the intricately woven border and the brand mark. My pieces aren't always loud, but their detailing is.”

Faith is threaded through Peurla’s designs. “To me, the cross is one of the most powerful symbols and it holds deep personal significance to me and my faith—being able to convey this in my designs is something I take great pride in.”

Peurla’s role as founder keeps her deeply involved in every part of the business. She’s in it—all of it. “Having a business, you definitely need to learn to play all roles at some stage,” she says. But the truth? “In terms of how I juggle everything—I often don’t.”

Her days are full. The lists are endless. The work is constant. “Every day is filled with never ending to do lists and the workday never ends. Even when it does, it continues on in my head. I feel as though I've been in a never-ending workday loop since I was 17.”

And yet, she wouldn’t change it. “My business has given me every opportunity that I wasn't born with and didn’t grow up with. It’s given me a seat at tables I would of never of been invited to, it’s inspired an ambition that I didn’t know I had, and it’s began to build a life for me that I’ve always wanted but never knew how to attain—this for me is the greatest of motivators and for that alone I would spend the rest of my life attempting to juggle anything it throws at me.”

There’s a strategy behind the momentum. Time blocking. Ruthless prioritisation. And knowing when to pass the baton. “It’s very easy to get caught up in small tasks that don’t actually matter so I make sure to always outline non-negotiables for the day and I don't step away from my desk until they are complete.” And when something isn’t her strength? “Outsourcing people who can do tasks that I'm not proficient in also plays a vital role in allowing me to manage all aspects of the business.”

At Peurla, nothing happens by accident. Every collection, every campaign, every product photo is steeped in intention. “There is intention behind everything I do at Peurla.”

Her most recent collection, Crème de la Peurla, is proof. “This paid homage to the personal connection I have with this brand and specifically that collection—this was my first standalone collection fully designed by myself and the subtle incorporation of a unique pearl element was anything but coincidental.”

Bringing all content creation in-house was a turning point. “Switching to having all content creation done in-house has really elevated our content and overall brand aesthetic. I like to keep it simple and let the pieces speak for themselves.”

What defines Peurla, though, is its positioning: luxury, made accessible. “I’ve positioned the brand to be an accessible luxury. My customers are young females, and I want it to be accessible to them without compromises on quality.” The craft speaks for itself. “The craftsmanship on our pieces is impeccable and all of our pieces are handcrafted. Each piece is meticulously designed, intricately produced and heavily quality controlled.”

More than jewellery, Peurla is a message: “Empowered women, empower women and my greatest desire is to translate that through my designs, and to my customers.”

And while Peurla continues to evolve, something new is already taking shape. “Founding and running this brand has almost single handedly built me into the woman I am today.” She’s built the life she once imagined. Now she’s building the next chapter. “Although it’s too soon to discuss details, my next venture, WALNUT GIRL, is being built in a space that Peurla created for me.”

The confidence, the clarity, the power—Peurla gave her all of that. Now, she’s ready to pass it on. And when she does? You’ll want to be paying attention.