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The Aussie Issue
Current Issue
The Aussie Issue
DEC 25 - JAN 26
Director
Director
Eddie Murdoch is a proud Wiradjuri man with ancestral ties to the Riley and Dunn families of Wellington, Central West NSW. Raised on Wangal Country in Sydney’s Inner West, he has spent over 27 years living and working on Darug Country, where he also established his own business.
Eddie began his career in the electrical wholesale industry in 1999, gaining experience with multinational companies before launching AEW in 2011. Building on this foundation, he founded AIEW in 2018—the first certified Indigenous-owned electrical wholesaler. AIEW is a family-run business, with Eddie’s son Jordan joining in 2021 after completing his electrical apprenticeship.
With a strong team and growing industry support, AIEW has expanded into Noongar Country in Western Australia through a majority-owned partnership with Myelec Electrical Wholesalers, forming WAIEW. Together with partners Peter Eiffe and Jason Whelan, the team is committed to being a trusted supplier for businesses across the region.
Our members are all proudly locally owned and operated, supporting local jobs and the economy.
Find out more about the structure of Gemcell, and the role we play in facilitating connections between our members and suppliers.
What can Gemcell Member customers expect? Strength, convenience, value, and supporting the local community.
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