In the vibrant world of gemstones, O’Neils stands out as a beacon of trust, quality, and tradition. Established in 1951, O’Neils has grown into a cornerstone of the Australian gemstone industry, blending decades of experience with a forward-thinking approach that meets the evolving needs of today’s consumers. As a family-owned business, O’Neils has built a reputation on the principles of integrity, reliability, and unparalleled expertise, making it a go-to source for both everyday gemstones and rare, unique treasures.

A LEGACY OF EXPERTISE
For over seven decades, O’Neils has been more than just a gemstone supplier; it has been a steward of the industry, guiding customers through the intricate and often complex world of gemstones. Brendan McCreech, a key figure in the business, reflects on how the market has transformed since O’Neils first opened its doors. “The market has changed completely since O’Neils was established, both locally and globally. Local manufacturing has shifted from large-scale production to smaller, often hand made designs,” says McCreech. The rise of online buying and selling has further revolutionised the landscape, bringing international competition to the forefront and providing buyers with unprecedented access to knowledge and information. Despite these changes, one thing has remained constant: O’Neils’ commitment to offering a wide range of high-quality gemstones. The company’s extensive knowledge and long-standing relationships within the industry allow it to source and supply gems that are both unique and reliable. Whether customers are seeking familiar, repeatable gemstones or one-of-a-kind pieces, O’Neils delivers with a selection that meets the diverse needs of its clientele.

ADAPTING TO MARKET TRENDS
As consumer preferences have evolved, so too has O’Neils. The company has adapted to meet the growing demand for both classic and rare gemstones. “At one end of the market, the demand is for familiar, reliable, repeatable gemstones in a range of materials, colours, shapes, and sizes. At the other end, the desire is for the unique and rare, either in colour, material, or cut,” McCreech explains. This dual focus allows O’Neils to cater to a broad spectrum of customers, from those seeking everyday elegance to those looking for something truly extraordinary.

One service that has gained popularity in recent years is sourcing individual collectors’ gemstones, such as large unheated rubies and other high-end stones from exclusive suppliers. Many high-value clients prefer not to purchase gems advertised on the open market and lack the time to source these treasures themselves. O’Neils provides a valuable solution by importing premium gemstones for viewing without requiring upfront payment. The service is complimentary if a purchase is made, with only shipping charges applying to stones that are not purchased.

COMMITMENT TO QUALITY
Maintaining a commitment to quality gemstones amidst fluctuating market conditions and changing consumer behaviours is no small feat. Yet, O’Neils manages to do so with unwavering dedication. “We travel to the gem fairs and cutting rooms ourselves to ensure we select the best stones available,” says McCreech. This hands-on approach, combined with long-established relationships with suppliers, ensures that O’Neils consistently offers gemstones of the highest quality. The company’s experience and connections have been particularly valuable in sourcing high-quality gemstones in today’s global market. For instance, Australian Sapphires, once overlooked as ‘too dark,’ are now in high demand. These locally sourced stones, available in a range of unique shades and parti colours, have captured the market’s desire for truly unique fine jewellery, driving their prices upward.

ETHICAL SOURCING AND SUSTAINABILITY
In an era where ethical sourcing and sustainability are more important than ever, O’Neils remains committed to responsible business practices. “We have always been committed to sourcing and selling our gemstones ethically. We travel to the cutting rooms ourselves and know the workers,” McCreech emphasises. This personal connection to the sourcing process ensures that O’Neils’ gemstones are not only beautiful but also ethically and sustainably sourced.

EMBRACING TECHNOLOGY
Technology has also played a significant role in O’Neils’ operations. The company’s website is central to its selling process, providing customers with a seamless online shopping experience. “Our sales staff will photograph and video stones on request,” says McCreech, highlighting how digital advancements have enhanced the company’s approach to the gemstone market.

CONFIDENCE IN THE FUTURE
Looking ahead, O’Neils is con dent in its ability to continue thriving in both the short and long term. With a deep-rooted commitment to quality, ethical practices, and customer satisfaction, O’Neils is well positioned to navigate the evolving gemstone market while maintaining the trust and loyalty of its customers. As McCreech aptly puts it, “We have a lifetime commitment to the business and industry, and a desire to still be in business in another 73 years.” In a world where trends come and go, O’Neils remains a steadfast pillar in the gemstone industry, offering customers the assurance of quality, integrity, and timeless beauty in every stone they purchase.