Our Journals: Zoë & Morgan VIVA Interview
Zoë & Morgan VIVA exclusive interview
With Zoë Williams, Ruth Sibbald and Morgan Sibbald
What's the best thing about working with your siblings?
Ruth
The deep understanding we share allows me to show up authentically with my siblings. We support each other through both challenging and joyful times, creating a natural flow of understanding and care. It’s been a privilege to have this relationship and to witness how my siblings have grown, both personally and in the way they approach their work.
Zoë
When I found out I was pregnant with our first child, I called Ruth, who was living in NZ at the time. Morgan and I had just started the business, and it was doing really well. I was in London with my husband Teia, and Morgan was in Bali. We were exhibiting at London and Paris Fashion Weeks, selling our products all over Europe. But I knew I wanted to be a devoted mama, just like our mum was. Ruth left her whole life to come to the UK and take over the business, enabling me to be the mother I wanted to be. Eighteen years later, I’ll never forget that act of love and support, only a sibling could do something like that.
Morgan
The deep level of trust between us gave each of us a lot of freedom, especially when we were living in different time zones. Growing up, we travelled constantly and moved homes and countries regularly, which brought us very close. Even though we were often thousands of kilometres apart, we remained deeply connected where it truly mattered.
And what's the worst thing?
The hardest part has been the distance. I’m based in London, and until a couple of years ago, Morgan was in Bali and Zoë was in New Zealand. Being spread across the globe sometimes created a sense of disjointedness, and there were moments of isolation. Even though we operate as a single brand, each of us has our own responsibilities, and managing them alone can be challenging, even with the closeness we share.
We’re all creatives who value freedom, so aligning on a shared vision for the business can be tricky at times. When we’re in the same country, though, our instinct is to spend time together, not just as colleagues, but as siblings and as aunties and uncles, because family is as central to our lives as the business itself.
The distance was tough, no doubt, but it also made our time together feel even more special. Even with thousands of kilometres between us, we made sure to carve out amazing holidays together, keeping our bond strong despite the miles.
What parts of your own personality have you had to soften or strengthen to make the working relationship a success?
Over the past decade, I’ve spent a lot of time really understanding myself, how I show up, how I relate to others, and how my personal growth ripples into the way I work. It’s a continual journey, and I’ve been exploring the liberation of my shadow, learning what it truly means to walk in the light. As I let go of old beliefs and develop new ways of relating, it affects everything from work to relationships. What’s been wonderful is that we’ve all been on similar journeys, so we can share discoveries, insights, and reflections along the way.
Running a business is basically personal development disguised as work! There was a time when our business was earning more than dad ever did in his jewellery shop, and I realised I didn’t have a working model of life for myself. I started intentionally shaping how I wanted life to feel, focusing on enjoyment, family, healthy routines, and fun at work. Standing here at our 20-year milestone, with teens carving out their own paths, I feel incredibly grateful for all the adventures and lessons. I’ve learned to let go of control and meet each situation with curiosity, intention, and love.
Over twenty years, we’ve all grown and evolved so much. One quality that’s been crucial is flexibility. Living and working across time zones, and my 20-plus years in Asia, taught me the importance of adapting quickly and not clinging to old systems. That philosophy shows up in our jewellery too, we embrace new technologies and approaches while honouring traditional, often-forgotten techniques. It’s a constant balance of innovation and heritage, much like our own growth as a team.
How do you handle conflict, disagreements or difficult conversations around the business?
It’s a tricky one. Overall, we get on really well, but of course, we’re all individuals and don’t always see eye to eye. When disagreements arise, we usually let one perspective take the lead and step aside. There’s a natural give-and-take that comes from being siblings; it’s part of the flow of family.
We respect each other enough that disagreements are just that, disagreements. When your relationship is deep, little conflicts don’t shake the foundation. Our whānau bond is strong; people have noticed it since we were children. Even our partners have married into this family unit! Difficult conversations are part of life, but when approached with openness, they don’t diminish the love that binds us.
We’re good at addressing issues directly, and because there’s so much love and respect between us, difficult conversations are much easier to navigate.
How do you make sure work doesn't encroach on your personal relationship as siblings?
For years, we’ve made a point of taking big family holidays with our children. When we’re together, we really focus on being present - even if a bit of work was planned, we all enjoy the time spent together. Work is such a part of who we are - our father was a jeweller, our mother was always busy with creative projects - but I also love the freedom of finding inspiration anywhere. Right now, I’m on a train to Paris and writing this. There’s something exciting about being able to work anytime, anywhere.
I review this balance constantly. As our children grow and their needs change, I don’t rely on a rigid “work at work, family at home” rule. Instead, I consider the family as a whole, the ages, energy levels, and rhythms of everyone, and work in tune with that to create harmony between family life and work life. I didn’t see many examples to follow in society, so I focused on the future I wanted to create and took aligned steps to make it a reality.
We don’t need to consciously address it, there are still so many ways we relate that aren’t work-focused. Plus, all of our kids get along beautifully, so the daily mechanics of family life run smoothly and independently from the business.
What strengths do your siblings bring to the business (things that you might not have as strengths yourself)?
Morgan has an incredible creative insight. Even after 20 years, he’s constantly generating new ideas and pushing design in fresh directions. I love watching his skills evolve, the new textures, patterns, and designs are a reflection of his own growth. Zoë has transformed from someone who would stress over filling out a simple form to running a highly organised, heartfelt, and inspiring business. She’s strong, wise, brave, creative, and meticulously organised, truly a constant inspiration for me.
Morgan and Ruth are always up for a good time. If I suggest a business meeting or a family holiday on a remote island, they’ll choose the holiday every time. I’m learning that the business won’t collapse if I’m not micro-managing everything. Sometimes, more ease and joy bring the best creative ideas.
Our visions are closely aligned, but each of us brings different perspectives and approaches, which combine to create a broad-ranging vision. We all have specific areas of focus and responsibility. Zoë is exceptional with people, patient, compassionate, and brilliant at client relationships. Ruth is a fantastic public speaker and keeps our UK branch thriving. Together, our strengths complement each other perfectly.
What have you been proudest of for each of your siblings?
I’m proud of their growth as individuals, the way we’ve all realigned with each other and supported one another over the years. I’m constantly inspired by Zoë’s dedication and the endless hours she pours into everything she does. And of course, I take joy in seeing the children and the happiness they bring to all of our lives.
I love how my siblings show up exactly as they are. There’s never been a need to conform to society’s expectations. Ruth is an amazing mum, devoted and caring, and she’s a wonderful aunty too. Morgan has an innate sense of quality; he knows the best food, music, and experiences, and he instinctively gravitates toward high-vibe, meaningful things, completely uninterested in anything low energy.
I have endless admiration for my sisters. It’s not about one particular moment or achievement; it’s about being proud of them as people, in every way, on every level.
What's the best piece of advice each sibling has given you during your time working together?
It’s hard to pinpoint a single piece of advice, because there’s been so much guidance along the way. But some moments stand out. Eleven years ago, I swapped with Morgan and went to Bali for two months while he came to London. He had organised everything, the retreat, the payments, travel, it was a pivotal moment that opened up a huge part of me. I’ll always be grateful for that. Zoë has supported me endlessly, offering ideas and guidance through both laughs and tears.
Morgan’s mantra has always been, “Let’s make the best jewellery we’ve ever made in our lives.” Ruth reminds me, “You have all the answers inside - trust them.”
It’s difficult to choose one piece of advice. Zoë exemplifies personal development through her own life and choices, while Ruth has a clear, practical vision and encourages forward momentum. Their guidance is constant, and I’m always learning from both of them.
If other people are considering starting a family business, what's your best advice to them?
Allow room for flow. Roles within the business may change over time, and someone might excel at one area while another wants to explore something new. Being open and adaptable strengthens both your family relationships and the business itself.
Make a lifestyle plan that integrates work as part of a bigger picture. Life should be enjoyable and fulfilling - when you love the life you’re creating, your business becomes sustainable because you have the energy and time for both work and the things that light you up.
Make it fun! Focus on what ignites your passion and interest. Don’t get caught up in what others might expect - enjoy the journey as much as the destination.
Why do you make jewellery or why this business in particular?
My father made me my first necklace when I was six, a turquoise and silver piece I absolutely adored. He told me I could have it once I was old enough to take care of it, instilling a sense of responsibility alongside wonder. Jewellery was always revered in our family. The metals are precious, the stones magical. That early experience left a lasting impression, and ever since, creating jewellery has filled me with pride, belonging, and connection both to my family and to the world around me. Each piece carries symbols and meaning that give it depth, courage, and wisdom. What resonates deeply with me may mean something entirely different to someone else, and that is the beauty of it. Jewellery is personal, a celebration, a milestone, a moment frozen in time. It can remind you of love, heartbreak, and everything in between. It captures all the moments that make us who we are.
For me, jewellery is intimate and deeply personal. Humans have been crafting adornments for tens of thousands of years. Take the Denisovan bracelet found in Siberia, for example, which dates back more than 60,000 years. Amulets and charms have long carried the energy of those who wore them. I have even held Cleopatra’s ring in my hand, feeling an extraordinary connection to such a historic, evocative figure. Jewellery has this power to connect us to each other, to our history, and to ourselves, and that is why we do what we do.
Twenty Collection
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