Founded in 1945 by Jack and Jeanne Shiels, Shiels started as a small, family-run jewellery store in Adelaide’s Central Market Arcade. In 1977, Albert Bensimon and his wife Nyra took over the company and led a national expansion, growing the business into a network of more than 50 stores across Australia.
To celebrate its 80th anniversary, Shiels has launched a 35-day promotion featuring a special discounted catalogue, weekly jewellery giveaways, and new marketing material.
Director Toby Bensimon reflected on his father’s legacy and highlighted the company’s commitment to offering a wide range of jewellery. “Reaching 80 years in business is a remarkable achievement, especially in today’s retail climate,” he said. Bensimon also noted that his father’s innovative discounting approach, once viewed with skepticism by competitors, eventually set the industry standard. Today, Shiels continues to stand out by offering the widest selection of jewellery in Australia. Bensimon concluded, “Our success has been driven by innovation, customer focus, and adaptability, and we remain committed to providing the best jewellery at unbeatable prices.”
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