Q&A With Creative Director, Justin Linney

How has the business changed in the time you've been involved?

The Linneys brand has evolved considerably over the last 10 years that I have been involved. We have retained the essence of the brand and product offering, but we have adapted to suit the changing market by keeping our designs current and our marketing strategy relevant.

What made you decide you wanted to be part of the family business? Was this always your plan?

I was invited to join the business by my Father, Alan, when he discovered I was experienced with using CAD design software, through the Jewellery Design degree at Curtin University I was undertaking at the time. Until this point, joining the business was not an option as it was never discussed. Since introducing the CAD design software at Linneys we have been able to stay at the forefront of jewellery design.

What do you love the most about working for Linneys?

I love working with a fantastic team that is passionate about what they do. Most importantly I enjoy being a part of a creative brand that pushes the boundaries of design and creates bespoke pieces of art. I’m lucky to be able to walk into a vault full of precious gems and create unique designs that will house those gems for generations to come.

What are the benefits of working in a family business?

There is never a dull moment working in a family business! The doors close at the end of the day but the work doesn’t stop. This is a very engaging process and you have the opportunity to implement changes that you can see the effects from almost instantly, so in that regard it is very addictive. This element of spontaneity adds excitement and shows what a difference you can make, therefore motivating and encouraging everyone in the family business to think creatively.

In your opinion, what do you think has made Linneys such a reputable brand?

Alan has always been passionate about creating Jewellery and providing a personalised service that clients trust and therefore recommend to their friends. It’s this positive word of mouth amongst the community that has built the Linneys brand over the years. It is also Alan’s focus on supporting charity and giving back to the community that has contributed towards Linneys being such a reputable brand. This generosity resonates with likeminded business people and in turn they might be inclined to support Linneys.

What is the Linneys 'core aesthetic'? How does this change when different trends emerge?

Our core aesthetic or signature style is our free-form designs. Initially this free-form style was developed to set the uniquely shaped Australian pearls and then over time it has also been used to create all different types of jewellery from diamond dress jewellery to men’s jewellery.

Is there anything you would like to/ hope to change about Linneys in the future?

I hope to continue growing the Linneys branding and servicing our loyal customers.