Shiels Jewellers marks 80th anniversary with commemorative video of ads over the years

Shiels Jewellers, one of Australia’s most iconic jewellery retailers, is marking a major milestone; 80 years of excellence in the jewellery industry. To celebrate, Shiels is launching an exciting 35-day promotion starting on the 24th of February 2025, featuring a special discounted catalogue, weekly jewellery party bag giveaways and a nostalgic video advertisement.

 

Founded in 1945 by Jack and Jeanne Shiels with just three employees at Adelaide’s Central Market Arcade, the small family-run jewellery store evolved into a household name. In 1977, Albert Bensimon and his wife Nyra took over the company, spearheading its expansion into a national retail powerhouse. Today, Shiels has over 50 stores across Australia and a dedicated team of 600 professionals continuing to thrive in an ever-changing retail landscape.

Toby Bensimon, Director of Growth at Shiels: “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 and always at unbeatable prices.”

Shiels is renowned for its extensive product range, carrying over 15,000 jewellery items online and in-store. Individual stores stock between 3,800 and 7,000 products, ensuring customers have an unmatched selection.

Says Toby: “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.”

With over 10,000 customers served monthly, Shiels’ commitment to quality, affordability and innovation has cemented its status as Australia’s go-to jeweller for engagement rings and fine jewellery.

Albert Bensimon revolutionised the industry by introducing genuine discounting on diamonds and gold in Australia. Shiels was also the first jeweller in the country to sell gold by the gram.

Says Toby: “When my father started, competitors were sceptical of his discounting approach but they eventually copied his lead. To stay ahead, he ensured that Shiels offered the widest jewellery range in Australia. That’s still one of our points of difference today.”

Shiels’ diverse collection spans from accessible pieces priced at $9 to exquisite items valued at $80,000. The company’s philosophy is simple: to provide an extensive range of jewellery with fine craftsmanship and at the best possible price, fostering strong customer loyalty.

Since launching its online store Shiels.com.au in 2011, Shiels has embraced digital transformation while maintaining its physical retail stores. Under Toby’s new leadership in 2013, the company has successfully navigated market shifts, ensuring steady growth even during retail downturns.

Says Toby: “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.”

During the pandemic, Shiels rapidly scaled its digital capabilities investing heavily in e-commerce, content strategy, and operational efficiencies. Despite its strong online presence, physical stores remain integral, contributing to the majority of revenue.

Says Toby: “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,” Toby said.

With established stores in South Australia, Western Australia, New South Wales, and Queensland, Shiels is actively looking to expand its presence, particularly in Brisbane.

Says Toby: “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,” Toby said.

To mark this milestone, Shiels will run exclusive promotions from 24 February to 30 March 2025, including:

• An 8-page catalogue featuring special anniversary offers, including selected products priced at $80.
• A dedicated $80-and-under product section highlighted in stores.
• Weekly jewellery party bag giveaways on Facebook and Instagram.
• A commemorative video advertisement celebrating the company’s history

As Shiels celebrates its 80th anniversary, the brand stands as a testament to resilience, family-driven values, and an unwavering commitment to quality and affordability.