The Allure Legacy

As a pearling pioneer, explorer and marine biologist, the late William (Bill) Reed AM, co-founder of Allure South Sea Pearls, spent his life in pursuit of nature’s most magnificent treasures. He dived some of the world’s most pristine coastal waters and journeyed to its most remote locations, always seeking the perfect pearl.

This marked the beginning of a remarkable new chapter. With a wealth of knowledge and experience, Bill soon acquired his own pearl farm in the pristine waters off the Kimberley coast, ideal conditions for the Pinctada maxima oyster to produce large, lustrous pearls. His expertise earned him a reputation as one of the world’s leading pearl dealers, recognised with the Order of Australia medal for his contribution to the pearling industry.

After studying zoology and fisheries biology at university, Bill embarked on a career that took him across the globe, exploring the seas of Papua New Guinea, Sudan, Nigeria and Tahiti. In 1975, after selling his pearl farm in Tahiti, he returned to Australia and settled in Broome to consult on one of the country’s first cultured pearl farms at Kuri Bay, 370km north of the town.

After an injury left him unable to travel to his farm, Bill opened a small shop in a tin shed on Dampier Terrace. With no flooring and cabinets resting directly on the red pindan earth, Bill became Broome’s first official pearl retailer, an accidental shopkeeper offering Broome South Sea pearls to locals and visitors alike. The response was overwhelming and a new business was born.

What began as a modest operation soon evolved into something far greater. Customers began asking for jewellery, so Bill enlisted a talented jeweller to create designs that would hero his extraordinary pearls. By the late 1980s, the business was flourishing and Bill invited young Perth jeweller Lindsay Youd to join him in Broome.

A second-generation jeweller, Lindsay had been captivated by the beauty of South Sea pearls. The move to Broome offered a chance to deepen this connection, and together with Bill, he helped elevate Allure into a destination for exquisite pearl jewellery.

As demand grew, Bill and Lindsay established an in-house workshop above their newly renovated showroom on Dampier Terrace, bringing together a team of master jewellers to craft Allure’s couture collection in house. Over 30 years later, the heart of the business remains the same, dedication to craftsmanship, reverence for nature, and a deep connection to Broome.

Today, the Allure legacy continues with Louis Youd, Lindsay’s son and a thirdgeneration jeweller, who brings fresh energy and design vision to the brand. Allure continues to evolve while honouring its roots, creating contemporary heirlooms that celebrate the singular beauty of each pearl.

Intricately crafted with 18-carat gold and the finest quality South Sea pearls and diamonds, every Allure design pays homage to the brand’s coastal origins and its deep respect for the ocean. Each piece tells a story, of nature, craftsmanship, and enduring elegance.

Discover Allure’s exquisite range of South Sea pearl and diamond jewellery in their Broome showrooms at 25 Dampier Terrace, Chinatown, and Cable Beach Club Resort & Spa, as well as in their Perth showroom at 316 Rokeby Road, Subiaco.

Visit visitbroome.com.au/members/ alluresouth-sea-pearls