Our Story
Willie Creek Pearls offer the complete Pearl experience, from telling the story of the history Pearling and Broome, to educating thousands of visitors a year about modern day Pearling, right through to commercial pearl farming and jewellery manufacture, we are passionate about every part of the unique story of the Pearl of Western Australia.
We are dedicated to delivering unique and memorable tourism, retail and hospitality experiences to all of our visitors.
HISTORY
Willie Creek Pearls is owned and operated by the Banfield Family. The Banfield family moved to Broome in 1989, during the time when Lord MacAlpine was developing the town, they purchased the small operation of Broome Buslines, which they successfully developed into a tour company that offered bus tours throughout the Kimberley region. Since their arrival, the Banfields have established and operated many different businesses within Broome and now concentrate on the core business of Willie Creek Pearls.
After operating tours to Willie Creek in the ‘early days’, the Banfields decided to acquire the Willie Creek Pearl Farm and deliver the tour experience themselves. Over the past decade Willie Creek Pearl Farm has been abundantly recognised as the most awarded tour attraction in Western Australia. The business has also expanded to include five pearl retail showrooms. In Broome, showrooms are at the idyllic and remote location of the Pearl Farm, in the Broome township at ‘Chinatown’, and at Cable Beach. In Perth, the showrooms are located in the exclusive suburb of Subiaco and at Hillarys Boat Harbour in the northern seaside suburb of Sorrento. The opening in 2010 of the sophisticated Autore Boutique has enabled the Banfields to present to the Broome audience stunning jewellery that is both innovative and unique, and at the forefront of jewellery design throughout the world.
Since 2006, the Banfields have also ownedand operated Pearl Luggers – the heritageattraction in Chinatown which was firstestablished by the Arrow family. In 2010, theyacquired Broome Sightseeing Tours and havecontinued to present this tour as a “must do”attraction for visitors to Broome.
Willie Creek today
Today, the Banfield family’s efforts have resulted in Willie Creek Pearl Farm being recognised as one of the most awarded tourist attractions in Western Australia. Over time, their business has expanded to include other important parts, allowing them to complete the story of the Pearl of Western Australia.
The Discover Broome tour (formerly Broome Sightseeing Tour) allows visitors to view first-hand some of the most significant landmarks in Broome’s Pearling history. Pearl Luggers museum, formerly owned and operated by the Arrow family, is where visitors can delve in further into Broome’s Pearling and maritime heritage. Some of the last remaining Pearl Luggers and rare hard-hat diving artefacts are on display, and tours operate daily.
Willie Creek Pearl jewellery showrooms located across Broome and Perth now showcase magnificent Pearl Jewellery from all over the world and allow guests to take home a piece of Western Australia with them. Harvest at Willie Creek, The Lugger’s Galley and the Zookeeper’s store, all operated by the family, even offer Pearl meat on their menus!
Completing the pearling story, in recent years, the Banfield’s journey led them to come
full-circle, back to their roots in farming when they acquired one of only 17 commercial pearl farming licenses available in Western Australia, located 10 nautical miles off the coast of Broome.
Willie Creek is still very much a family owned and operated business. The Banfield’s desire to provide a warm welcome and an exceptional experience to their visitors is as strong as ever.
OUR AWARDS
Willie Creek Pearls is one of the most awarded tour companies in Western Australia. These prestigious awards recognise excellence within the tourism industry which firmly establishes Willie Creek Pearls to be one of the best.
In 2016 Willie Creek was awarded gold medals in the Specialised Tourism Services and Tourist Attractions categories. Previous to this they were awarded Gold in the Specialised Tourism Services category and Silver in the Tourist Attraction category in the 2015.
In 2010 Willie Creek Pearls was inducted into the Hall of Fame which was awarded for winning the same three categories for three consecutive years. Also in 2010 Willie Creek Pearls won the coveted Sir David Brand award for tourism, which is the pinnacle of the awards program and recognises outstanding achievement in the WA tourism industry.
