Prouds was founded by William James "Bill" Proud (1871–1931)Proud, William James (Bill) (1871–1931) Australian Dictionary of Biography who had a vision of a jewellery store that sold quality jewellery, watches and giftware that was affordable to all Australians. The company still carries that message to this day. In 1971 LJ Hooker real estate Corporation acquired Prouds' 72 stores and subsequently the business was sold to Goldmark Jewellers. In 1996 Pascoes purchased the then 93-year-old Australian jeweller, saving it from administration.
