Silver Surfers: A Passion for People and Jewelry
Silver Surfers: A Journey from the Ground Up
The Name: Silver Surfers

Welcome to our Store

Hello there, I’m Sandra, and I’m the owner of Silver Surfers. For over 30 years, I’ve had the privilege of sharing my love for beautiful jewelry with people like you. It’s wild to think how quickly the time has flown by!

From Our Hands to Yours

While we once had several physical retail stores across New Zealand, we’ve found our home online. This shift has allowed us to simplify things and focus on what we do best: sourcing and selling high-quality jewelry. It also gives me more time to spend with my husband, Kev, and our daughter.

Today, we’re proud to be an online business that offers both retail and wholesale goods. My experience and passion for this work are what I believe make Silver Surfers a fair, professional, and helpful place for all your jewelry needs.

Sandra Muir: Silver Surfers

Sandra Muir

Founder, CEO

I’ve always had a deep love for jewelry, and over the years, I’ve built incredible relationships with suppliers from all over the world.

A Passion for People and Jewelry

I’ve always had a deep love for jewelry, and over the years, I’ve built incredible relationships with suppliers from all over the world. We source our stock from places like Thailand, Indonesia, Nepal, Korea, Sri Lanka, and India. I especially enjoy working with suppliers who have become like old friends.

My travels have opened my eyes to the incredible impact my business can have on people’s lives. It’s humbling to see the difference we make, especially for knitters in Nepal who can earn a living from home to support their families. I’m grateful for the stability we have in New Zealand and am proud that our business helps others in different parts of the world.

A Journey from the Ground Up

I started this business from scratch, first as a “fly pitcher” (a great way to learn what people want!) and then at markets in London. I’ll never forget how freezing those winters were! I still have old photos from my “hippie” days that I should really dig up.

Starting with only the savings from a year of teaching English in Japan meant I had to make a lot of sacrifices. I remember dreaming of having a store and thinking how much easier it would be. Thankfully, those days of living in a stockroom are long behind me!

The Support Behind the Scenes

Every business journey has its ups and downs, but with hard work and a willingness to take risks, you can achieve your goals. Of course, you can’t do it alone. I’ve been lucky to have amazing staff over the years and, most importantly, my incredibly supportive husband, Kev. He’s the one who handles all the heavy lifting and fit-outs, even though he’s not a fan of the “fiddly items.” Thanks, my darling Kev!

The Name: Silver Surfers

So, where did the name Silver Surfers come from? About 19 years ago, my ex-partner Charles was a known surfer in England. He thought I’d become a “gun surfer,” too. Let’s just say that didn’t happen! I’m more of a runner, boogie boarder, and a dancer. But let’s be honest, “Silver Boogie Boarder” just doesn’t have the same ring to it!

The name stuck, and I’ve truly enjoyed the ride of this business. I hope you will too!