Shiels Jewellers is commemorating its 80th anniversary with a 35-day promotional event. Founded in Adelaide in 1945, the business has expanded from a single store to a national operation with more than 50 retail outlets and a growing online platform. The anniversary campaign, running until 30 March 2025, includes customer offers, weekly jewellery giveaways, and a video detailing the company’s history.
From Local Business to National Chain
The company began as a small store in Adelaide’s Central Market Arcade, established by Jack and Jeanne Shiels. In 1977, Albert and Nyra Bensimon acquired the business and led its expansion beyond South Australia. Today, the company employs more than 600 staff and reports serving over 10,000 customers each month.
Toby Bensimon, Director of Growth at Shiels, stated:
“Reaching 80 years in business is a remarkable achievement, especially in today’s challenging retail environment. Shiels has evolved alongside our customers, offering jewellery that resonates with Australians at every stage of life—always at unbeatable prices.”
Product Range and Sourcing
Shiels stocks over 15,000 jewellery items across its physical stores and online platform. Individual stores typically carry between 3,800 and 7,000 products, including diamond jewellery, gold, and fashion pieces.
The company sources products from suppliers in Europe, Asia, and Australia. In line with current industry trends, it has also introduced lab-grown diamonds to meet increasing consumer interest in sustainable alternatives.
Toby Bensimon commented:
“Our team of in-house experts scours the globe for the latest and most beautifully crafted designs you won’t find elsewhere. We continue to innovate while maintaining our commitment to affordability.”
Pricing Strategy and Market Approach
Shiels was among the retailers that introduced discount pricing strategies to the Australian market, including selling gold by weight. These pricing methods were introduced under Albert Bensimon’s leadership and marked a shift in how jewellery was sold.
Toby Bensimon acknowledged the impact of this approach:
“When my father started, competitors were sceptical of his discounting approach, but they eventually followed suit. To stay ahead, he ensured Shiels offered the widest jewellery range in Australia—a commitment that remains our strength today.”
The company offers jewellery at a wide range of price points, from $9 to $80,000.
Digital Integration and Future Focus
Shiels launched its e-commerce site in 2011 and has since expanded its digital presence, including activity on Instagram and TikTok. These channels are used to engage younger consumers, particularly in the engagement ring segment.
Despite digital growth, the company continues to maintain a focus on in-store retailing.
“While online retail is growing, trust is still crucial in jewellery shopping,” said Toby Bensimon. “Customers want to try on pieces, feel their quality, and experience the brand in person. That’s why our physical stores remain a key part of our growth strategy.”
Shiels is planning further store openings in Brisbane, with continued emphasis on affordability, product variety, and customer service.
