Looking Into The Future: Our Focus on Driving Innovation

Willie Creek Pearls is proud to be recognised as one of the most awarded tourism attractions in Western Australia, a testament to our dedicated owners, driven team, loyal customers and supportive partners. Our extensive record of accolades reflects the hard work and passion that fuels our business.

Off the back of our gold national tourism award win in early 2023, we were named the State’s top tourist attraction for the third consecutive year and inducted into the WA Tourism Awards Hall of Fame. We were also proud to join the Broome Business Awards Hall of Fame, as Broome Business of the Year for the third consecutive year, as well as being named WA’s top regional business with 21+ employees in the inaugural RCCIWA Business Excellence awards.

With these achievements, we have decided to take a hiatus from award submissions, allowing us to focus on other key aspects of our operations as well as support other outstanding businesses in our communities. Over the next year, our priority will be on driving innovation, developing new technologies, and enhancing customer experiences.

One of the exciting new developments we are currently working on is leveraging our expanded pearling operations, with a focus on further increasing quality and performance. This will assist in supply chain management for the production of Australian pearls now and into the future, ensuring our guests and customers can continue to enjoy the world’s finest pearls. We will also continue to enhance the incredible behind-the-scenes journey of the pearl through our Willie Creek Pearl Farm Tour and via the signature experiences we offer at Elizabeth Quay.

In 2025, our focus will be on sustainability and implementing innovative new systems and practices to increase efficiency and continue our growth as a business.

Chief Executive Officer Paul Birch, who recently celebrated a decade of service with Willie Creek Pearls, has been busy working with the team behind the scenes.

“We have achieved some incredible things in the business over the past 10 years.  In some instances, under challenging circumstances, which makes it all the more rewarding,” Paul said.

“There is plenty of progress on the horizon and there has never been a more exciting time to share and be a part of what we do. I look forward with anticipation and excitement at sharing the developments as they unfold.

“For now, though, there is work for us to do and we wish all the finalists in the WA Tourism Awards all the very best.”

We are proud to continue our collaborative journey with MedTech company Marine Biomedical, who are utilising our Mother of Pearl shell bi-product in the development of life-changing medical devices. This up-and-coming business has just been named finalists in the 2024 Broome Chamber of Commerce and Industry’s Love Broome Business Awards, in the categories of Innovation, and Businesses with 3-6 Full Time Employees.

Marine Biomedical is currently conducting pre-clinical trials and product safety testing, while completing a submission to the Food and Drug Administration for review next year. This complex process is critical in gaining assurance that their product is safe to use in individuals with various types of bone trauma. We are dedicated to supporting Marine Biomedical throughout the process of product development, approval, and beyond.

Marketing and Communications Manager Kellie McNeill said while Willie Creek Pearls would not be actively competing in upcoming awards, they remained committed to supporting the recognition of fellow businesses.

“We are delighted to continue to support the Tourism Council of WA, Regional Chambers of Commerce and other industry bodies who recognise the contribution and achievements of WA businesses,” Kellie said.

“As sponsors of the WA Tourism Awards and BCCI Business Awards, we look forward to attending both upcoming ceremonies to celebrate the winners. The awards are a source of pride for everyone in the tourism industry and we are excited to enter again in the future.”

More information on our sponsorships

More information on our awards