The company was founded in 1945 by Jack and Jeanne Shiels. It started as a family-run jewellery store in Adelaide’s Central Market Arcade.
Albert Bensimon and his wife Nyra took over the company in 1977 and led a national expansion, driving the company to a network of more than 50 stores.
To mark the occasion, Shiels has launched a 35-day promotion which includes a special discounted catalogue, a weekly jewellery giveaway and new marketing material.
Director Toby Bensimon reflected on his father's accomplishments and underscored the value of offering consumers a broad assortment of products.
“Reaching 80 years in business is a remarkable achievement, especially in today’s challenging retail environment,” he said.
“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.”
He continued: “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.”
In the year ahead, Shiels intends to expand its store count in Queensland, complementing an established network in South Australia, Western Australia, and New South Wales.
Bensimon said that while trading conditions during the COVID-19 pandemic highlighted the value of digital strategy, the in-person shopping experience remains critical for jewellery consumers.
“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,” he explained.
“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.”
The 80th-anniversary promotion will conclude on 30 March.
WATCH VIDEO
More reading
Albert Bensimon makes Australia Day Honours List
Going it alone: Why is Queensland different?
Jewellery Chain Stores: Full steam ahead
Anniversary celebration: Timex announces $1 watch event
190 years: WOLF hosts Sydney anniversary celebration
Happy anniversary: Local watch and clock supplier announces special event
40 Years of trend setting & story telling Thomas Sabo
Timex: 1854 - 2024 A journey through time