Where It All Started
The beginning of a family story
In the early 1980s, my dad and my maternal grandfather were both made redundant. Rather than seeing it as an ending, they chose to see possibility. Together, they bought a small jewellery and gift shop at the top of Hunter Street in Newcastle. Top of Town Jewellers was born.
This was a true family business. As a school student, I worked alongside my dad on Thursday nights and Saturdays. I helped with window displays, signage, stock buying, and watched my dad teach himself jewellery repairs at the bench. I didn’t know it then, but I was learning that jewellery was never just about selling pieces. It was about people, passion, and life long memories, all uniquely different..
Learning the Craft, Finding My Voice
From the shop floor to the world stage
When I finished school, I joined my dad full-time while studying Gemmology and part-time visual arts at TAFE. Design felt natural. I began creating engagement rings for friends, then clients. One weekend jewellery design course in Newcastle changed everything. I loved it. I was encouraged to apply for formal design studies in Sydney.
At 20, I left home to study Jewellery Design for two and a half years. I learned to sketch, render, make, set, and photograph jewellery, skills I still rely on today. Alongside my studies, I was incredibly fortunate to work with Peter Gerrard at Gerrard Jewellers, where I absorbed the world of high-end luxury, craftsmanship, and trust.
That path took me overseas. What began as one year in London turned into nearly four. Working in a small Chelsea jewellery shop, my everyday clients ranged from English aristocracy to international celebrities. I learned antiques, tradition, and the quiet confidence that comes with exceptional workmanship. European trade fairs expanded my design thinking beyond anything Australia offered at the time.
When I returned home in the mid-90s, my dad had already sent my résumé ahead. Within a week, I was working with Nick Cerrone and later managing the city store. Large diamonds, bold designs, long-term client relationships. I continued studying, completing my Diploma in Diamond Technology, always learning, always refining.
One Career, Many Chapters
Why story has always been the centre
Later, I stepped into a different creative world, managing Makers Mark Gallery and working with over 200 individual artists and jewellers who challenge the traditional design ideas. Curating the final Australian De Beers Design Competition was a highlight. Even as life shifted and family came first, design never left me. I continued creating jewellery and wedding dresses for friends and family, always drawn to the uniqueness of each person’s story.
After starting a family, an opportunity arose to build and grow a jewellery wholesale business across Australia and New Zealand. With no wholesale experience, just trust and determination, I took a case of jewellery on the road. The business grew quickly. I hired sales reps, managed travel, suppliers, and staff, all while being a mum. During this time, I was privileged to collaborate with design houses across Europe, the USA, and Asia, developing ranges and deepening global connections.
Custom Jewellery Designer
New Beginnings
In 2016, as my children moved into high school, I found more time to focus on my passion and, with a lifetime of experience behind me, started Collective Designs.
Today, I work as both a designer and jewellery broker, ensuring every piece, whether simple or complex, carries meaning. Jewellery marks life’s milestones. Love, loss, growth, celebration. Sharing those journeys is my passion, and it’s why I do what I do.
Because jewellery isn’t just worn. It’s lived in.
Heidi's Mission
"To help create the meaningful jewellery that carries the story of who wears it."
Individuality
Every piece reflects the unique story and personality of the person wearing it.
Connection
We honour the relationships and memories that inspire each creation.
Intention
Every detail is chosen with purpose, meaning, and thoughtfulness.
Trust
Our designs are created with honesty, transparency, and consistent follow-through.
Heidi's Values
Guiding Every Creation
Our values shape how we work, how we listen, and how we craft jewellery that celebrates life’s most meaningful moments.