My Jewellery Story

My Jewellery Story, often shortened to MYJS, is an Australian jewellery brand established in 2012 with a focus on accessible, comfortable pieces designed for everyday wear. Rather than positioning itself as a traditional fine-jewellery showroom, the business has developed primarily as an online retail brand, building collections around colour, versatility and pieces that can be worn regularly rather than reserved only for major occasions.

A notable part of the MYJS model is its in-house approach to product development. The business states that it manages design, craftsmanship and quality control closely rather than operating simply as an importer. Its jewellery uses materials such as genuine Swarovski crystals, gold plating and hypoallergenic base metals, with a particular emphasis on skin-safe finishes and durability under normal daily exposure to cosmetics, perfume, sunscreen and other common conditions.

The company has also expanded into wholesale through a separate B2B program, offering proven retail designs to other stores and, in some cases, white-label or co-developed product. This gives MYJS a different profile from a conventional suburban jeweller: it combines direct-to-consumer retail with design and manufacturing capability behind the scenes.

MYJS lists its Australian office in Chatswood, but the company specifically states that this office does not handle retail sales, wholesale sales or customer pickups because stock is held at fulfilment centres. For Jewellink, the business is therefore best understood as an online-first Australian jewellery brand rather than a walk-in Chatswood jewellery shop.