2025 is a monumental year for us at Shiels Jewellers as we proudly celebrate our 80th birthday! From the first time we opened our doors in 1945 to the present day, we’ve been honoured to be part of countless special moments in the lives of our customers. We’ve had the privilege of helping people celebrate engagements, weddings, birthdays, anniversaries, and all the milestones in between. For 80 years, we’ve been trusted with some of the most precious memories people have.
As we take a moment to reflect on our journey, we’re not only celebrating our achievements, but also recognising the values that have guided us through the decades. Our goal has always been to make beautiful, high-quality jewellery affordable and accessible to everyone. This is what has allowed Shiels to become a name synonymous with elegance and reliability in the jewellery industry.
Take a moment to walk with us through the milestones in our 80 years and celebrate with our 80th Birthday Sale.
A Walk Down Memory Lane
Shiels began as a small, family-owned business with a big vision. Founded in 1945 by Jack and Jeanne Shiels, the jewellery store was stationed at Adelaide's Central Market Arcade with just three employees. Over the years, Shiels Jewellers grew to be a household name. When Albert Bensimon and his wife Nyra took over in 1977, they led Shiels to a national expansion, crafting the retail powerhouse we know and love today. Shiels now has over 50 stores and 600 dedicated professionals working across Australia.
Director of Growth Toby Bensimon has seen Shiels grow with their customers and attributes this to their longstanding success.
“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” Toby said.
Making History From Diamond to Gold
Here at Shiels, we are known for our extensive product range. With over 15,000 jewellery items online and in-store, you’re bound to find the perfect jewellery piece for any occasion.
“Our team of in-house experts scours the globes for the latest and most beautifully crafted designs you won’t find elsewhere,” Toby explained.
From affordable $9 items, such as our Sterling Silver Rhodium Plated White Cubic Zirconia Halo Pendant and these DISNEY Stainless Steel 9mm Mickey Mouse Black Stud Earrings, to luxurious $80,000 jewellery pieces such as this statement 9ct Yellow Gold Heavy Curb Bevelled Flat 60cm Chain in 550 Gauge, our diverse range offers something for everyone in every stage of life. Our mission has always been simple: to provide an extensive range of jewellery with fine craftsmanship at the best possible price, fostering strong customer loyalty.
To truly show our dedication to this mission, diamond and gold jewellery jewellery are made easy and affordable across our store. Albert Bensimon revolutionised the industry by introducing genuine discounts on diamond and gold across Shiels, also making us the first jeweller in Australia 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,” Toby explained.
Moving Forward
As technology propelled us into the digital era, we embraced the change and expanded our presence to the online world. Shiels’ website launched in 2011, and with Toby’s expert leadership, we navigated the ups and downs of the industry while continuing to offer a seamless shopping experience that blends tradition and innovation.
The pandemic further spurred the digital revolution, building Shiels’ website and online presence to be even bigger and better.
“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,” Toby explained.
Despite the success of the online platform, our physical stores remain an integral part of the business, one that Toby said will continue far into the future.
“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,” Toby said.
80 Years and Beyond
As we celebrate our 80th birthday, we don’t just look back at our past successes; we look forward to an exciting future. The next chapter for Shiels will be about continuing to innovate, while staying true to the values that make us who we are.
“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,” Toby said.
On top of this, our sights are set on expanding further across Australia, particularly in Brisbane. We remain committed to delivering an exceptional experience through our customer service, the quality of our products, and the relationships we build with our customers across Australia. We look forward to being there for all of life’s precious moments, just as we have been for the past 80 years.
Our Gift to You
None of this would have been possible without the incredible support of our customers, team members, and partners. We want to extend a heartfelt thank you to everyone who has been part of the Shiels journey.
To celebrate our 80th birthday, we are offering a wealth of sales across our store!
With up to 60% off store-wide, dedicated $80-and-under sections in stores and a huge catalogue featuring special anniversary offers including select products priced at $80, there's never been a better time to celebrate with us.
Whether you're looking for the perfect gift or treating yourself to something special, our 80th birthday sale offers unbeatable value on a wide range of jewellery pieces, all designed to make your moments even more memorable.
Make sure to tune into our Facebook and Instagram for weekly jewellery party bag giveaways too! Everyone’s invited to celebrate this exciting milestone with us.
Be sure to get in quick! Celebrations and sales end on 30 March.
Here’s to 80 years of unforgettable moments, timeless jewellery, and a future filled with new memories. From all of us here at Shiels: thank you for being part of our story. Here’s to the next 80 years — and beyond!
