Shirley Wu is the founder, designer, maker and visionary behind Shirley Wu Jewellery, an award-winning multifaceted business that combines her love of art with her rich heritage and culture.
From intricate origami pendants to botanical earrings, each of Shirley’s creations is a nod to her inimitable lived experience, telling a unique story.
Shirley’s background began in the United Kingdom, where she trained as a jeweller at the University of the Arts London. She then completed aromatherapy studies in Hong Kong before moving to Australia and rediscovering her passion for arts and completing a Masters of Contemporary Art at the University of South Australia.
Her practice now primarily includes jewellery and lampwork as she creates a mix of commissioned and bespoke pieces. She leads jewellery making workshops, offering a place to learn and grow through creative expression. Shirley and her work has also featured in both the Adelaide Fringe Festival and SALA (South Australian Living Artists) Festival.
While establishing her business, Shirley learned that artistic talent alone wasn’t enough. She discovered that running a successful business required a completely different set of skills, and that developing both was key to turning her passion into a sustainable venture.
Initially struggling to handle the diverse responsibilities that came with running a business, she found herself focusing more on the art and not enough on her commercial appeal.
Recognising these challenges, Shirley joined the Women in Business Foundations Program, delivered by the Adelaide Business Hub, which has been a key catalyst for her business success. Through one-on-one mentoring, the program gave Shirley the practical tools to better structure her time for success. She learnt how to effectively manage finances, refine her business goals and implement the crucial steps of a marketing strategy, such as establishing branding, increasing her digital presence and launching a website.
"The Women in Business program helped me better understand my business identity and challenged me to think from the perspective of a customer. I was always concerned about my identity as an artist and never considered how my business was translating to consumers.”
Following her participation in the program, Shirley saw tangible results, from increased workshop numbers and social media followers to additional sales. This growth enabled Shirley to reach a major milestone in June 2026, moving into her own independent studio in Adelaide’s CBD; a goal she had envisioned from day one.
“I’d strongly recommend the Small Business Programs that the SA Government offer, especially the Women in Business Program for those like me who want to improve their business acumen. Because if you put the advice into action, you can start to see the results turn up in various ways across your business.”
From building business foundations to achieving milestones, Shirley’s journey demonstrates the value of the Women in Business Program.
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