Australian jeweller Shiels Jewellers is celebrating 80 years in business with a 35-day promotion until 30 March 2025, featuring a special discounted catalogue, weekly jewellery party bag giveaways and a nostalgic video advertisement.
Founded in 1945 by Jack and Jeanne Shiels at Adelaide’s Central Market Arcade, the small family-run jewellery store has evolved into a national retailer with more than 50 stores across Australia.
Director of Growth at Shiels, Toby Bensimon, says, “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.”
Bensimon claims Shiels was the first jeweller to introduce genuine discounting on diamonds and gold in Australia, and was the first in the country to sell gold by the gram.
“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,” said Bensimon.
Since launching its online store Shiels.com.au in 2011, Shiels has embraced digital transformation while maintaining its physical retail stores. Under Toby’s leadership since 2013, the company has navigated market shifts, ensuring steady growth even during retail downturns.
“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,” Bensimon explained.
With established stores in South Australia, Western Australia, New South Wales, and Queensland, Shiels is actively looking to expand its presence, particularly in Brisbane.
“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,” Bensimon said.
To celebrate its 80th anniversary, Shiels will run exclusive promotions from 24 February to 30 March 2025, including:
- An eight-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.