Australian retailer Shiels Jewellers is marking 80 years of business with a promotional campaign that includes discounts, giveaways and a nostalgic advertisement.
The business was founded in 1945 by Jack and Jeanne Shiels with just three employees at Adelaide’s Central Market Arcade. Today, the retailer manages over 50 stores across Australia with 600 staff.
As part of its 80th anniversary, Shiels has released an eight-page catalogue featuring special anniversary offers, including selected products priced at $80. It has also merchandised an $80 and under section in-store, alongside a weekly jewellery party bag giveaway across Facebook and Instagram.
The business also launched a commemorative video advertisement, featuring its ads over the last 80 years.
Director of growth Toby Bensimon said reaching 80 years is a remarkable achievement, particularly 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 said.
According to the retailer, its key selling point is its extensive product range, which includes over 15,000 jewellery items online and in-store. Individual stores stock between 3,800 and 7,000 products.
Shiels’ diverse collection spans from accessible pieces priced at $9 to luxury items valued at $80,000.
“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,” Bensimon said.
Bensimon follows in the footsteps of his father, Albert Bensimon, who he said revolutionised the jewellery 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.
“When my father started, competitors were sceptical of his discounting approach but they eventually copied his lead,” he said. “To stay ahead, he ensured that Shiels offered the widest jewellery range in Australia. That’s still one of our points of difference today.”
Bensimon added that Shiels is also embracing the digital space, having launched its own website in 2011, two years before he took on the CEO role.
Bensimon said competition is now really tough, and his aim is to help Shiels change to meet the market’s needs.
“The digital space is crucial, especially with social media becoming a primary search tool for engagement ring shoppers,” he said. “Platforms like Instagram and TikTok provide endless inspiration, and we’re tapping into that.”
During the pandemic, Shiels rapidly scaled its digital capabilities, reportedly 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.
“While online retail is growing, trust remains crucial in jewellery shopping,” Bensimon said. “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.”
Looking ahead, the brand is keen to expand its presence across Australia, with a particular focus on Brisbane.