With a background spanning fashion, film marketing and luxury consulting, Toya Worsley brings a storytelling sensibility to the bespoke jewellery she creates with her brand, LINDELLI. We sat down with the New Zealand-raised, Sydney-based founder to discuss how her cinematic eye influences design, the power of lab-grown diamonds, and the balance between timeless elegance and modern innovation. From ethical sourcing to personal heirlooms, Toya shares her insights on redefining fine jewellery for a new era—one where quality, sustainability and sentiment take centre stage.
In conversation with Toya Worsley
Let’s get up to speed. Please tell us a bit about you and your career to date.
I’m the founder of LINDELLI, a custom and ready to wear jewellery brand based in Sydney’s CBD. Before LINDELLI, I studied fashion, led marketing efforts for major film and TV studios, and founded my own marketing agency consulting and working with brands across entertainment, luxury, wellness, and hospitality. I’ve been busy let’s just say!
Your background in film marketing and design is such a unique foundation for a jewellery brand. How has your experience in storytelling influenced the way you approach creating bespoke pieces?
Growing up, I was captivated by movies —their ability to transport, connect, and inspire led me to seek a career in the film industry. I wanted to bring that same storytelling essence to the world of jewellery because, after all, the story behind a piece is as meaningful as the piece itself. My passion for collecting vintage fine jewellery from around the world reflects this. Aside from the storytelling aspect, my background in business, distribution, and marketing, shapes how we approach LINDELLI, ensuring we deliver exceptional experiences, quality, and most importantly value to our clients.
What’s your design philosophy when working with clients to create meaningful, one-of-a-kind pieces?
At LINDELLI, every piece is a story waiting to be told! We collaborate closely with each client, guiding them through an immersive journey from concept to completion. It’s a true partnership where we provide expert advice and creative inspiration through our signature collections, while our clients share their unique stories and vision. This co-creation process ensures that every piece we craft is not just beautiful but profoundly meaningful—a timeless reflection of the individual it was made for. Being part of that journey is both an honour and a privilege.
You’ve embraced lab-grown diamonds and responsibly sourced Australian gemstones. What drew you to these materials?
Accessibility without compromise! Natural diamonds have traditionally been out of reach for many, often forcing people to sacrifice quality for affordability. Lab-grown diamonds change that narrative. They offer the same brilliance and durability, allowing us to focus on bold, creative designs without limitations. Plus, they empower our clients to invest in fine jewellery that lasts a lifetime. I love that we can shift clients away from disposable, fast-fashion accessories towards meaningful, enduring pieces. It’s quality, redefined for the modern era—beautiful, sustainable, and more accessible.
How do you strike the balance between classic elegance and modern innovation in your designs?
It’s all about thoughtful design. Our pieces carry an air of timeless elegance with a subtle, modern twist. We avoid fleeting trends, focusing instead on exceptional craftsmanship and refined details. Our goal is to create jewellery that feels fresh yet enduring, pieces you’ll cherish for a lifetime without them ever feeling dated.
Many of your pieces carry deep personal meaning for their owners. Is there a particular bespoke creation or client story that has stood out to you?
There are countless stories that have left a lasting impression—our clients are wonderfully creative, and we love bringing their visions to life. One that stands out – recreating the gradient hues of a sunset from a photo of the night a couple met, using an array of precious gemstones and diamonds. It’s these deeply personal touches that make bespoke jewellery so powerful, transforming beautiful objects into treasured heirlooms filled with emotion and meaning.
Do you have a go-to ritual or activity that helps you recharge and stay centred?
Being amongst nature and close to the sea. I’m lucky to live on the coast in Sydney’s northern beaches, so it’s in abundance. My daily ritual without fail includes a long morning walk at sunrise. It sets me up for the day!
How would you describe your personal style, and what influences it the most? Are there any New Zealand designers you gravitate to?
I’m particular about detail and craftsmanship, both in fashion and design. My style tends to lean toward classic tailoring with a playful twist—structured, timeless pieces with an unexpected edge. I also love contemporary designers with a strong point of view. Growing up in New Zealand (Wellington specifically), I developed a deep appreciation for Kiwi designers – Wynn Hamlyn and Paris Georgia are part of my regular rotation.
What’s your next focus for LINDELLI?
The plans for LINDELLI this year are BIG. While I can’t reveal too much just yet. Let’s just say there are some exciting things on the horizon. Stay tuned!
