Paul Birch doesn't just run Willie Creek Pearls - he lives and breathes the art of pearling. As CEO, he leads a nationally recognised tourism and retail business. But uniquely, he also holds the rare title of Pearling Master, responsible for overseeing the delicate, hands-on process of pearl farming.

From managing shell stock and nurturing oysters through each stage of their lifecycle to ensuring quality control and liaising with the Department of Fisheries, Paul's pearling role is both scientific and deeply tactile. At the same time, he leads a diverse team, drives strategic growth, and helps shape customer experiences - from Broome to Perth's CBD.

He is just as likely to be found opening an oyster to reveal a gleaming Australian South Sea Pearl as he is presenting in a boardroom. This unique combination of hands-on craftsmanship and executive leadership keeps him closely connected to both the product and the people behind it. It's this rare fusion of tradition, innovation, and vision that defines Paul Birch - and sets Willie Creek Pearls apart.