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celebrating 25 years of e.g.etal

e.g.etal over the years

Celebrating 25 years of e.g.etal

On an unassuming Thursday just before Christmas in 1998, a Melbourne icon was born. Jewellers Emma Goodsir and Ali Limb opened the doors to e.g.etal (a name derived from the Latin for example, and others, as well as the owners initials). From their first space in Little Collins Street, their mission was to create a place where “Australia’s leading and emerging jewellery designers would be represented in an accessible and exciting new context.”

At the time they showcased the work of 14 designers – mostly friends who had also graduated from RMIT. Emma Goodsir , the director at the time, said, “It was an exciting time. Melbourne’s CBD was evolving and there was a growing vibrancy as  emerging designers took up retail spaces.”

After securing a small business grant from the City of Melbourne, the business partners took the plunge with a tiny 20-metre-square retail space in Little Collins Street, behind Terence Conran’s newly refurbished Georges. “We were as surprised as anyone by the immediate success,” said Emma. “It was a steep learning curve as we truly did bumble our way through the beginning, developing systems and processes as we went. We would both go home at night to our studios and work into the night making jewellery to put in the display cases.”

Twenty-five years later, e.g.etal has stood the test of time, changing the landscape of contemporary jewellery in Australia. Now representing over 55 independent jewellers (the majority Australian), e.g.etal is widely regarded as Australia’s most comprehensive collection of contemporary jewellery.

In 2022 the gallery was unearthed from its hidden Flinders Lane location, and now resides in an architectural new terrain at 150 Little Collins Street. The new directors Chelsea and Jamie Gough who took over the business in the same year, knew they wanted to create a space that was earthy, calming, and would make people feel comfortable, but also had an element of sophisticated midcentury design.

e.g.etal new store

e.g.etal today

Now, in 2023, e.g.etal not only continues to nurture its long-standing relationships with artists, some of whom have been represented for more than two decades, but also clients who continue to return and add to their collections.

One such client is Andrea, who was introduced to the gallery by friends over 15 years ago and returned for a graduation gift for her daughter just this year.

“For me, it just offers so much as a collection of beautiful artistry. I never fault to get compliments on the pieces that I’m wearing. Each one is timeless. There is not one pair of earrings that I have purchased 10 years ago and thought I couldn’t wear those now.”


Another long-time e.g.etal client Ruth (pictured below) also visited the gallery recently to purchase herself a celebratory gift, one of many she has collected over 10 years of celebrations and memories.

”It’s my special occasion purchases here. Either it’s Christmas or a birthday or I’m celebrating something eventful in my life. And they are artwork, so you  don’t see them down the street. And it’s an investment in something really special.”


To celebrate this milestone, e.g.etal launched ‘desire/defiance’ in November this year – an exhibition featuring current e.g.etal artists who each examined the relationship between that which pushes boundaries, yet is also an object of desire.

Shop the 25 year exhibition ‘desire/defiance’ here.