Albert Bensimon has revealed his reaction to being recognised for his charitable work with an Order of Australia Medal earlier in the year.
Watch the full video below.
The former managing director of Shiels Jewellers was acknowledged for his contribution to business and the community.
Over the years, Bensimon has served on many boards and helped to raise millions of dollars for organisations like Hutt Street Centre, Rotary Adelaide, Blind Sport Australia, UNICEF, UIA Refugee Relief Fund, State Opera, Festival Theatre and Helpmann Academy.
''I was instrumental in all the boards that I've been on, in being able to raise awareness and also raising money for the particular causes,'' he explained.
''I guess somewhere along the line, I've been recognised.
''I was very excited to receive it, however, I didn't anticipate it or didn't think that I even deserved it.''
Bensimon, who is best known for his Shiels TV advertisements with his signature catchphrase, “No hoo-haa,” was unaware that he had even been nominated.
In fact, he did not even tell his family that he had won the award until a week before the ceremony.
''I only found out about the award when it was actually given to me because it’s a very secretive process,'' Bensimon said.
''Apparently, it goes back a year or two or maybe more.
''They do a lot of verifications and double-check to make sure that you have good character.
''I had to keep quiet about it because it's a very secretive process.
''I'm not quite sure why they do that. I couldn't even tell my own children until about a week or two before the actual award was handed out and printed in the paper.''
Despite Bensimon’s surprise at being recognised with such a prestigious award, giving to charity has been the norm for generations in his family.
The 72-year-old has been volunteering for as long as he could speak, a tradition passed down from his grandfather.
''I was told by my grandfather that you should always give 2% of your money and time to good causes,'' Bensimon explained.
''Whenever he saw somebody was on the side of the street, he'd always put in a penny or two.
''If anyone was in trouble in the neighbourhood, they would always come to my grandfather.
''That is how I always got used to the idea that you have to give a percentage of your income and of your time to someone other than yourself.
''That's probably why I think my biggest success is the fact that I've instilled my values to my children. Both my children have exactly the same values.''
Along with his charitable work, Bensimon was also instrumental in changing Adelaide’s retail trading landscape.
As a past president of the Retail Traders Association, he worked tirelessly to convince the Government of South Australia to extend the states retail trading hours.
''I was desperate to get extended trading hours because I saw the rest of the world trading on weekends, and they had more of a free trading society,'' he said.
''It was very frustrating because many politicians didn’t want it to happen, but everyone else did.
''In the end, I managed to get it over the line, and I think it was an achievement.
''I think it's helped everyone, including those who have to work the extra hours.''
