Our Story
Est. 2018
It all began with a vision to create jewelry that shines with elegance while carrying a greater purpose. From the very beginning, our dream was to craft timeless pieces that not only embody beauty and quality but also stand for something more.
As a brother-and-sister duo with a passion for design, we set out to build a brand that blends craftsmanship with meaning. What started as a small idea quickly grew into something far bigger, Sincere Sally became one of Australia’s fastest-growing jewelry brands in 2019, earning recognition in Forbes for our unique approach and rapid success.
Today, Sincere Sally is honored to be recognized as a leading fine jewelry label. Yet our vision remains the same: to create pieces that shine with elegance, inspire connection, and make a lasting impact both in style and in purpose.
Our Passion
It has always been our passion to create jewelry that is both aesthetically timeless and made to last. Over the years, we’ve traveled across Europe, Southeast Asia, and beyond, gathering inspiration and knowledge about rare metals, ethical materials, and meaningful design. Through these journeys, we built lasting partnerships with world-class suppliers who share our commitment to quality and responsibility.
This pursuit has shaped Sincere Sally into more than a jewelry label, it’s a movement away from disposable fashion and toward pieces that carry elegance, integrity, and purpose. Our dedication to craftsmanship has led us to master the art of gold vermeil and other fine techniques, ensuring every piece shines with lasting beauty.
In 2021, we began collaborating with talented jewelry designers worldwide, bringing together artistry and innovation to craft unique designs that reflect both modern elegance and timeless spirit. Each creation is designed not just to be worn, but to be cherished, a piece of jewelry that shines with elegance while carrying a greater purpose.
Our Values
Integrity
We believe every person deserves respect. Integrity guides everything we do, from how we treat our customers to how we build our partnerships.
Honesty
Transparency is at the heart of Sincere Sally. We are open and honest in every step of our journey, ensuring our customers can always trust in our products and our brand.
Commitment
We are dedicated to delivering jewelry of lasting quality and beauty. Every piece is created with care, and every decision is made with our customers’ trust and satisfaction in mind.
Mission
Our mission is to create jewelry that shines with elegance while carrying a greater purpose, to touch lives and bring hope to those in need.
Each year, Sincere Sally partners with communities around the world to make a lasting difference. The last one we supported families and children in the Philippines by helping build a church, providing food, and supplying essentials like WiFi and generators to improve daily life. We also proudly contribute to charitable organizations here in Australia, extending care close to home.
When you choose Sincere Sally, you’re not just wearing jewelry, you’re joining a movement of love, faith, and generosity that helps bring light to communities across the globe Read more here.
Our Earth
Even before Sincere Sally was born, we carried a deep respect for sustainability. Wherever possible, our packaging is thoughtfully designed using recyclable and eco-friendly materials. From sourcing with integrity to delivering each piece with care, we strive to make choices that honor both people and the planet.
At Sincere Sally, there is no compromise, every piece reflects our commitment to quality, ethics, and responsibility.
Learn more about our story here: https://www.forbes.com/sinceresally
We love hearing from our Sincere Sally Family!
If you have any queries or questions about our brand feel free to email us:
theteam@sinceresally.com
