Shiels Jewellers is marking its 80th anniversary with a 35-day promotional campaign running from 24 February to 30 March 2025. The campaign includes a special anniversary catalogue, weekly jewellery giveaways, and a commemorative video reflecting on the company’s history.
Founded in 1945 by Jack and Jeanne Shiels as a small jewellery store in Adelaide’s Central Market Arcade, today, Shiels employs 600 people and serves more than 10,000 customers each month.
Expansion and Market Position
Shiels was among the first jewellers in Australia to introduce discounting on diamonds and gold and was the first to sell gold by the gram. The company stocks over 15,000 products online and in-store, with individual store inventories ranging from 3,800 to 7,000 items.
Director of Growth, Toby Bensimon, said:
“Our team of in-house experts scours the globes for the latest and most beautifully crafted designs you won’t find elsewhere. While we oversee a significant Australian manufacturing base, our jewellery is also crafted across Europe, and we source our lab-grown diamonds from Asia to provide a diverse and affordable range.”
Shiels continues to operate both physical stores and an online platform, which launched in 2011. While digital sales have grown, in-store shopping remains a priority.
“While online retail is growing, trust remains crucial in jewellery shopping. Customers still want to visit a store, see and try on pieces, and experience the brand in person. That’s why brick-and-mortar stores continue to be a core part of our growth strategy,” said Toby Bensimon.
Adapting to Changing Consumer Behaviour
Shiels has increased its focus on digital engagement, particularly through social media platforms such as Instagram and TikTok, which play a growing role in customer purchasing decisions, especially for engagement rings.
“Competition is now really tough so we are changing to meet the market’s needs. The digital space is crucial, especially with social media becoming a primary search tool for engagement ring shoppers. Platforms like Instagram and TikTok provide endless inspiration, and we’re tapping into that,” Toby Bensimon added.
The company is also considering further expansion, particularly in Brisbane.
Anniversary Campaign Details
To mark 80 years in business, Shiels is running a series of promotional initiatives, including:
- An eight-page catalogue featuring anniversary offers, including selected products priced at $80.
- A dedicated section in stores highlighting jewellery priced at $80 and under.
- Weekly jewellery giveaways on Facebook and Instagram.
- A commemorative video celebrating the company’s history.
“Our success has been built on innovation, customer focus, and a willingness to adapt. As we look to the future, we remain committed to providing Australians with the best jewellery at unbeatable prices,” said Toby Bensimon.
Shiels’ anniversary campaign highlights its long-standing presence in the Australian jewellery sector and its ability to adapt to market trends while maintaining a broad product range.
